Should Consumers Be Better Informed About Commercial Initiatives in Entertainment Content?
It has been a long debated subject whether commercial initiatives in entertainment content should be disclosed, and if so, to what extent. This research adopts a two-phase study to systematically examine the issue. The results contribute to the theory and understanding of the field and have significant implications to practitioners.
Fanny Fong Yee Chan (2018) ,"Should Consumers Be Better Informed About Commercial Initiatives in Entertainment Content?", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 43-44.
Fanny Fong Yee Chan, Hang Seng University of Hong Kong, Hong Kong
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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