Given the marketplace prominence of sponsorship, celebrity endorsement, co-branding and
similar arrangements involving the pairing of brands in communications, valid methods to …

Purpose This study aims to explore how brands use brand personification techniques in real-
time marketing on social media, particularly Twitter, and examine how these techniques …

This film review of Black Mirror: Bandersnatch, released by Netflix in 2018, discusses the
nature of the interactive genre, focusing on its current and future effects on data mining …

Film-induced tourism is a recent topic in academic research, only studied since the'90s, and
especially in the US and UK, followed by Australia, Asia, and Europe, becoming a worldwide …

Web series runs on multiple digital platforms. When it comes to taboo-breaking and
intellectual video content, web series have been playing a significant role in India. In a …

Nowadays, product placements are becoming a prominent marketing strategy used primarily
on films in other countries, such as in Korean dramas, but rarely or poorly done in the …

The present study investigated the effects of film posters with destination marketing content
on audiences' attitude towards the destination, intention to visit and destination image. The …

Purpose: This study was to determine the effect of Kopiko product placement in Vincenzo's
Korean drama on buying interest through Kopiko brand familiarity with Indonesian …

The practice of Brand Placement is not very novel in Hollywood and Indian movies;
whereas, with newly reviving Pakistani cinema, newer trends of brand placement and cross …

Marketers struggle to choose between film and television due to the effectiveness of brand
placements via dialogue in brand communication. Therefore, the purpose of the study is to …