A song and dance: Branded entertainment and mobile promotion
(2011)
Journal Article
Grainge, P. (2012). A song and dance: Branded entertainment and mobile promotion. International Journal of Cultural Studies, 15(2), 165-180. https://doi.org/10.1177/1367877911416887
This article considers the rise of branded entertainment within the contemporary marketing and media environment. Specifically, it examines how mobile phone marketing in the UK has sought to engage consumers and perform the social use of mobile techn... Read More about A song and dance: Branded entertainment and mobile promotion.