Connecting Virtual World Perception to Real World Consumption

Name: Connecting Virtual World Perception to Real World Consumption
Brand: VDM Verlag
SKU: 9783639374070
Price: 24122 HUF
Availability: InStock

Chinese White-Collar Professionals' Interpretation of Product Placement in SNSs

Szerző: Huan Chen

Nyelv:

Kötés: Puha kötésű

Kiadó: VDM Verlag

Elérhetőség: Kiadói készleten rendelésre

Küldés 17-27 napon belül

24 122 Ft

Product placement, the intentional, paid inclusion of product, service, brand or/and brand identifie...

Információk a könyvről

Szerző

Huan Chen

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2011

oldal

192

EAN

9783639374070

ISBN

363937407X

Enbook ID

06844065

Kiadó

VDM Verlag

Súly

290

Méretek

152 x 229 x 11

Teljes leírás

Product placement, the intentional, paid inclusion of product, service, brand or/and brand identifier into media content, has gained popularity since the 1980s and is considered an effective marketing practice to influence consumers'attitudes and behaviors. Recently, with the emergence of social network sites, more and more products and brands have been integrated into this newly emerged media platform. In particular, with the growing worldwide popularity of social gaming like Mafia Wars, which is played by more than 25 million social media users each month on Facebook, marketers started weaving brands into the social gaming environment. However, compared to the popularity of industry practice, very little academic literature exists on how to best utilize product placements in this new and budding media platform to achieve maximum marketing communication effects. This book, therefore, provides a new metric of success for social network marketing by revealing how Chinese urban white-collar professionals perceive, understand, and interpret product placements woven in a newly launched and very popular Chinese SNS: Happy Network (www.kaxin001.com).

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Connecting Virtual World Perception to Real World Consumption

Chinese White-Collar Professionals' Interpretation of Product Placement in SNSs

Információk a könyvről

Teljes leírás

Érdekelheti

Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták