Advertising your product in television drama: Does information overload and character involvement matter?

Research output: Chapter in book/report/conference proceeding › Conference proceeding

Original language	English
Title of host publication	2012 International Conference on Economics, Business and Marketing Management
Publisher	IACSIT Press
Pages	107-111
Number of pages	5
Publication status	Published - Feb 2012
Event	2012 International Conference on Economics, Business and Marketing Management - Singapore Duration: 26 Feb 2012 → 28 Feb 2012

Conference	2012 International Conference on Economics, Business and Marketing Management
Period	26/02/12 → 28/02/12

Cite this

@inproceedings{98b53c14b7204f48b18d91cae3155287,

title = "Advertising your product in television drama: Does information overload and character involvement matter?",

author = "Fanny Kong and Hung, {Hing Kun Kineta}",

year = "2012",

month = feb,

language = "English",

pages = "107--111",

booktitle = "2012 International Conference on Economics, Business and Marketing Management",

publisher = "IACSIT Press",

note = "2012 International Conference on Economics, Business and Marketing Management ; Conference date: 26-02-2012 Through 28-02-2012",