Using netnography and questionnaires, we examine how commercial practices are
interpreted by electronic game-players. An analysis of 805 postings on Slashdot (2002 …

With the popularity of video games and the resulting gamification of everyday activities
comes an increase in in-game advertising (IGA). As a result, video game players' …

Brand placements are gradually becoming an important part of promotional toolkit of many
major companies. However, despite the increasing volume of research on brand placements …

This article examines the nature and role of the product placement in film as an alternative
strategy for better brand recall. For this study, four films, two successful and another two un …

As consumers become better educated and more skeptical of traditional advertising,
alternate forms of marketing communication have emerged that aim to influence audiences …

Purpose This study aims to extend the literature on marketing communications by exploring
the effect of placing products in humorous scenes. It aims to ascertain the prevalence of …

Product placement is a fast growing multi-billion dollar industry, yet measures of its
effectiveness, which influence the critical area of pricing, have been problematic. Past …

The study examines the influence of endorser credibility on brand placement effectiveness
in reality shows through different placement appeals. In addition, it explores the direct and …

The primary goal of our study is to explore cross-national differences in attitudes and
perceptions about product placements, after investigating measurement invariance. Our …

Using an experimental approach and field settings, the effectiveness of prominent, audio-
visual, highly connected to the plot product placement in movies has been examined. An …