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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| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2020
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| Texto completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-59542020000200008 |
| País: | Portugal |
| Oai: | oai:scielo:S1646-59542020000200008 |