Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic
Author:
Affiliation:
1. Kelley School of Business, Indiana University, Bloomington, Indiana 47405;
2. Goizueta Business School, Emory University, Atlanta, Georgia 30322
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Business and International Management
Reference38 articles.
1. Audience Response to Product Placements: An Integrative Framework and Future Research Agenda
2. Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs
3. The Product Well Placed
4. When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence
5. Comparing Brand Placements and Advertisements on Brand Recall and Recognition
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