Advertisements and Engagement Strategies on a Cross-media Television Event: A Case Study of Tmall Gala

Tmall Gala is a television event co-produced by Chinese internet company Alibaba and traditional television broadcasters to count-down for an emerging shopping festival: Double Eleven Shopping Festival. Mobile applications developed by Alibaba are applied as the second-screen for this television pro...

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Bibliographic Details
Main Author: Qing,Shenglan (author)
Other Authors: Prado,Emili (author)
Format: article
Language:eng
Published: 2020
Subjects:
television events
media convergence
second-screen
television advertisements
Alibaba
Online Access:http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-59542020000200008
Country:Portugal
Oai:oai:scielo:S1646-59542020000200008

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http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-59542020000200008

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