There are growing interests in understanding how word-of-mouth (WOM) on the Internet is generated and how it influences consumers' purchase decisions at retail outlets. A unique aspect of the WOM effect is the presence of a positive feedback mechanism between WOM and retail sales. We...

Product placement is the incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. This paper aims to study the memory effects of Product Placement in Bollywood movies, with simultaneous comparison between...