Introduction This study presents the findings of a systematic literature review on the
academic study of advergames. The evolution of the marketing paradigm has recently …

This research aims to analyze the persuasiveness of bookfluencers and the impact of
content formats on their followers' engagement and intention to purchase books. The …

This research aims to analyze the persuasiveness of bookfluencers and the impact of
content formats on their followers' engagement and intention to purchase books. The …

Marketing and specifically advertising have been long capitalising on entertainment media
and the cultural industries to sell products and services, and to expand to new markets …

Popular reviews of Don't Look Up have been polarised, ranged from admiring to dismissive.
This Netflix comedy satirises the difficulty of compelling the uninterested to care and the …

This chapter takes an interdisciplinary approach to understanding the need for a responsible
approach to film marketing. In doing so, research from film studies, sociology, anthropology …

본 연구는 브랜디드 엔터테인먼트 광고의 스토리텔링 (독특성, 엔터테인먼트성, 교육성, 정보성)
이 광고반응에 미치는 영향을 확인하고자 수행되었다. 이 과정에서 콘텐츠 몰입의 조절효과가 …