This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

Travel blogs are an under-utilised resource for researchers of tourism experiences. They
can provide rich insights on how tourists express the transformational effects of their …

Purpose The purpose of this paper is to explore the effects of the background fitting of e-
commerce live streaming on consumers' purchase intentions and the relevant internal …

Background As both product value enhancers and key intangible assets in achieving
differential competitive edge (Keller et al. 2005; Fiocca et al. 2007), brands need constant …

At the time the first edition of this book was published, in 2005, many commentators were
already predicting the end of creative advertising. The revolution in digital communication …

There are studies showing that utilitarian (perceived ease of use and perceived usefulness)
and hedonic (entertainment and aesthetics) attributes of products are two fundamental …

The role of the film marketer is both vital and challenging. Promotion is one of the industry's
biggest costs, with the campaign of a large film costing up to half its production budget. Box …

The aim of the paper is to examine the relative impact of tangible and intangible factors on
the success of music festivals. The paper draws on literature relating to hedonic …

This research represents the first systematic empirical examination of the motivation to
spread word of mouth about consumption activities in order to self‐express, a phenomenon …

The consolidation of collaborative video platforms such as YouTube and Vimeo in recent
years has significantly changed the way fashion brands communicate with their audiences …