Product Placement in Social Games: Consumer Experiences in China

  title={Product Placement in Social Games: Consumer Experiences in China},
  author={Huan Chen and Eric Haley},
  journal={Journal of Advertising},
  pages={286 - 295}
A phenomenological study reveals the meanings of product placement in social games on social network sites (SNSs) among Chinese urban, white-collar professional users through an investigation of a newly launched SNS, Happy Network. In total, 26 face-to-face, in-depth interviews were conducted. Through inductive analysis, a theoretical model was proposed to catch the rich meanings of product placement in the context of an SNS. Specifically, the study reveals four interpretive themes regarding… Expand
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