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A phenomenology study reveals the lived meanings of product placement in Chinese commercial movies among Chinese urban, white-collar workers. In total, 50 in-depth interviews were conducted to collect data. Findings indicated the socially constructed meanings of product placement in the context of Chinese commercial movies are (1) referencing practices; (2) balancing activities; and (3) connecting product, movie, and audience.
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Chen et al. (2013) studied this question.
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