The effect of product placement on persuasion for mobile phone games

The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games.

The effect of product placement on persuasion for mobile phone games

Hui-Fei Lin

National Chiao Tung University

Introduction

The emergence of new media and recent changes in modern life have led people to spend less time watching television, listening to the radio, and reading magazines and books (Gardner et al.2009). In recent years, young consumers have increasingly shifted their interests to alternative forms of entertainment (PRWeb 2012). A recent survey indicated that approximately 70% of people in the United States played video games in 2011 (NPD 2012). In the same way that online and computer games draw the attention...

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