Kaur, Ravineet; Sharma, Rakesh Kumar; Bakshi, Apurva

The persuasive effect of product placements. Evidence from an emerging market.

Journal of media psychology, 34/2022/5, S. 253-364.

english

2022

research report; periodical article

affect; influence; influential variable; attitude; attitude change; effectiveness; experiment; interaction; young adult; consumer; consumer behaviour; brand awareness; brand; media content; music; persuasive communication; quantitative research; written survey; behaviour; video; video clip; visual design; advertising effect; advertising