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Showing 1 to 1 of 1 for “"coviewing context"”.
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Social Contextual Influences on Consumer Behavior: The Impact of Group Composition and Coviewing Context on Recall of and Attitude toward Placed Brands
Though research has shown that social context influences behavior, research on product placement is yet to incorporate such effects. This is a very significant research gap since product placements are often consumed as part of a shared viewing experience. To address this gap, this dissertation …