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The Use of Second Screen Practices in Reputation Management
Abstract
This chapter shines a light for understanding consumer behavior on the way the consumer develops awareness of product placements in the television content, interest in products she noticed, desire to get one of these placed products, and finally intent to take an action to gather information about the product. Public relations, marketing, and sales experts can benefit from product placement if they truly analyze the consumers who are active at the second screen. Thus, brands with recent product placement know-how can successfully manage their reputation and sales related to interest of potential customers at the second screen.
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