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Does Zapping Behavior Lead to In-Film Branding? – A Study of TV Viewers

Year: 2025

Type: article

Source: South Asian Journal of Management

DOI: 10.62206/sajm.31.4.2024.53-83

Authors: Kompalli Sasi Kumar, Shesadri Kiran Tharimala

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4408039241

FWCI:

Cites: 85

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Related to: 10