@incollection{,
	
					
					
					96F0D18AF2DCBE16F30512AA5B0E8A4F
				,
	author={{AlpanaKakkar} and {KalyaniNayak} and {Amity University}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1932127
}

@book{b0,
	
	
		,
	title={{Investigating the usage of branded products in film: the perception of males and females at the}}
		,
	author={{
			DuPreez
		} and {
			LDWilliams
		} and {
			S
		}}
		
		
		
			,
	year={2004}
		
		
			University of Pretoria. University of Pretoria: Pretoria
		
	
	,
	note={Unpublished postgraduate report}

}

@incollection{b1,
	
	
		,
	title={{Influence of Product Placements in Films and Television on consumers Brand Awareness}}
		,
	author={{
			SKumar
		}}
	
	
		,
	journal={{Archives of Business Research}}
		
			5
			2
			
			,
	year={2017}
		
	

}

@incollection{b2,
	
	
		,
	title={{Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit}}
		,
	author={{
			KNagar
		}}
	
	
		,
	journal={{Vikalpa}}
		
			41
			2
			
			,
	year={2016}
		
	

}

@incollection{b3,
	
	
		,
	title={{Branded Web-Serie as an Advertising Strategy. The #EncuentraTuLugar case}}
		,
	author={{
			JSegarra-Saavedra
		} and {
			Tur-Viñes
		} and {
			Campos-Domínguez
		} and {
			Pino-Romero
		}}
		
		
		
	
	
		,
	journal={{Revista Latina de Comunicación Social}}
		
			72
			
			,
	year={2017}
		
	

}

@incollection{b4,
	
	
		,
	title={{Brand Recall for Product Placement in Hindi Movies}}
		,
	author={{
			Chirag & PankajrayPatel
		} and {
			DrPatel
		}}
		
	
	
		,
	journal={{Global Journal of Management and Business Research}}
		
			15
			,
	year={2015}
		
	

}

@incollection{b5,
	
	
		,
	title={{Product Placement in Entertainment Media}}
		,
	author={{
			SChang
		} and {
			JNewell
		} and {
			CTSalmon
		}}
		
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			28
			5
			
			,
	year={2009}
		
	

}

@incollection{b6,
	
	
		,
	title={{Audience Engagement and Its Effects on Product Placement Recognition}}
		,
	author={{
			JScott
		} and {
			MCraig-Lees
		}}
		
	
	
		,
	journal={{Journal of Promotion Management}}
		
			16
			1
			39
			,
	year={2010}
		
	

}

@book{b7,
	
	
		,
	title={{Analysis of various effects of web series streaming online on internet on indian youth}}
		,
	author={{
			VinodSKoravi
		}}
		
			,
	year={2019}
		
	

}

@incollection{b8,
	
	
		,
	title={{A study of consumer behavior and product placement in Indian cinema}}
		,
	author={{
			MMathur
		} and {
			SGoswami
		}}
		
	
	
		,
	journal={{Annals of Management Research}}
		
			2
			1
			
			,
	year={2012}
		
	

}

@incollection{b9,
	
	
		,
	title={{Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall}}
		,
	author={{
			PBGupta
		} and {
			KRLord
		}}
		
	
	
		,
	journal={{J. Curr. Issues Res. in Advert}}
		
			20
			1
			
			,
	year={1998}
		
	

}

@incollection{b10,
	
	
		,
	title={{Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets}}
		,
	author={{
			RKSrivastava
		}}
	
	
		,
	journal={{Journal of Promotion Management}}
		
			22
			3
			
			,
	year={2016}
		
	

}

@incollection{b11,
	
	
		,
	title={{Does branded product placement in film enhance realism and product recognition by consumers}}
		,
	author={{
			Van Der Waldt
		} and {
			De La Rey & Ls
		} and {
			&Du
		} and {
			R &Toit
		} and {
			Redelinghuys
		}}
		
		
		
		
	
	
		,
	journal={{African Journal of Business Management}}
		
			1
			
			,
	year={2007}
		
	

}

@incollection{b12,
	
	
		,
	title={{The impact of branding on consumer buying behavior}}
		,
	author={{
			FSarwar
		} and {
			MAftab
		} and {
			MTIqbal
		}}
		
		
	
	
		,
	journal={{International Journal of Technology and Research}}
		
			2
			2
			54
			,
	year={2014}
		
	

}

@incollection{b13,
	
	
		,
	title={{A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies}}
		,
	author={{
			Alain D'astousDPh
		} and {
			MFrancis Chartier
		} and {
			Sc
		}}
		
		
	
	
		,
	journal={{Journal of Current Issues & Research in Advertising}}
		
			,
	year={2000. 2000}
			,
	publisher={IEEE}
		
	

}

@book{b14,
	
	
		,
	title={{Product Placements, the Impact of Placement Type and Repetition on Attitude}}
		,
	author={{
			PMHomer
		}}
		
			,
	year={2009. 2009}
			,
	publisher={IEEE}
		
	

}

@incollection{b15,
	
	
		,
	title={{The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation}}
		,
	author={{
			CheeKit
		} and {
			ElizabethLiew & Lim Qui P'ng
		}}
		
	
	
		,
	journal={{International Journal of Social Science and Humanity}}
		
			,
	year={2014}
		
	

}

@incollection{b16,
	
	
		,
	title={{The influence of product-placement type & exposure time on product-placement recognition}}
		,
	author={{
			IanBrennan
		} and {
			MKhalid
		} and {
			ADubas & Laurie
		} and {
			Babin
		}}
		
		
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			18
			3
			
			,
	year={1999}
		
	

}

@book{b17,
	
	
		,
	title={{}}
		,
	author={{
			Kaylene&Williams
		} and {
			Petrosky
		} and {
			&HAlfred
		} and {
			Edward&Hernandez
		} and {
			RobertPage
		}}
		
		
		
		
		
			,
	year={2011}
		
	

}

@incollection{b18,
	
	
		,
	title={{Product Placement Effectiveness: Revisited and Renewed}}
	
	
		,
	journal={{Journal of Management & Marketing Research}}
		
			7
			
		
	

}

@incollection{b19,
	
	
		,
	title={{Jill Blue Lin, Ted Schmidt Strategic Computing and Communications Technology}}
	
	
		,
	booktitle={{New trends in product placement Lilia Gutnik}}
				
			,
	publisher={Tom Huang}
			,
	year={Spring 2007}
		
	

}

@incollection{b20,
	
	
		,
	title={{Factors affecting consumer behavior}}
		,
	author={{
			NBGajjar
		}}
	
	
		,
	journal={{International Journal of Research in Humanities and Social Sciences}}
		
			1
			2
			
			,
	year={2013}
		
	

}

@book{b21,
	
	
		,
	title={{Web series and Web Television}}
		,
	author={{
			JWhedon
		}}
		
	

}

@book{b22,
	
	
		,
	title={{In-depth: Web series, original programmes and the new-age digital audience}}
		,
	author={{
			AAmbekar
		}}
		
	

}

@book{b23,
	
	
		,
	title={{Product Placements in Bollywood movies}}
		,
	author={{
			AVasan
		}}
		
	

}

@book{b24,
	
	
		,
	title={{To Study the Effect of Branded Entertainment in Web Series on the Brand Sales}}
		,
	author={{
			AKamath
		}}
		
	

}

@book{b25,
	
	
		,
	title={{Startup India Scheme: All You Need to Know}}
		,
	author={{
			DShira
		}}
		
	

}

@book{b26,
	
	
		,
	title={{Zoomcar hits 40% growth in revenues}}
		,
	author={{
			SShankar
		}}
		
	

}

@book{b27,
	
	
		,
	title={{Digital content platforms: Share of ad spend on web series expected to grow}}
		,
	author={{
			ARai
		}}
		
	
	,
	note={here is why}

}

@book{b28,
	
	
		,
	title={{The Role and Importance of Alternative Media}}
		,
	author={{
			DEloff
		}}
		
	

}

@book{b29,
	
	
		,
	title={{Why are Brands Investing in Web-Only Video Series?}}
		,
	author={{
			AJain
		}}
		
	

}

@book{b30,
	
	
		,
	title={{What is branded content? Definition, advantages and examples}}
		,
	author={{
			LCardona
		}}
		
	

}

@book{b31,
	
	
		,
	author={{
			ODurden
		}}
		,
	title={{Mainstream vs. Alternative Media}}
				
	

}

@book{b32,
	
	
		,
	author={{
			MParmar
		} and {
			Mumbai
		}}
		
		,
	title={{with 4G coming to India}}
				
	

}

@book{b33,
	
	
		,
	title={{The Business of Web Series: What are the Returns on Online Episodic Content -Monetary or Otherwise?}}
		,
	author={{
			MKadish
		}}
		
	

}

@book{b34,
	
	
		,
	title={{}}
		,
	author={{
			C. Pull MarketingStrategy
		}}
		
	

}

@book{b35,
	
	
		,
	title={{}}
		,
	author={{
			C. Push MarketingStrategy
		}}
		
	

}

@book{b36,
	
	
		,
	title={{Hotstar, SonyLIV, ALT Balaji and other OTT platforms say yes to self-regulation}}
		,
	author={{
			ESNetflix
		}}
		
	

}