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Keywords: Commercial value
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Journal Articles
Journal:
Chinese Management Studies
Chinese Management Studies (2017) 11 (1): 90–106.
Published: 03 April 2017
...Qian Zhang; Chao Wu; Han Qiao; Shouyang Wang Purpose This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms...
