AhujaRoshan D., MichelsTara Anne, WalkerMary Mazzei, and WeissbuchMike (2007), “Teen Perceptions of Disclosure in Buzz Marketing,”Journal of Consumer Marketing, 24 (3), 151–59.
2.
BalasubramanianSiva K., JamesA. Karrh, and PatwardhanHemant (2006), “Audience Response to Product Placements: An Integrative Framework and Future Research Agenda,”Journal of Advertising, 35 (3), 115–41.
3.
BarnesBrooks (2004), “Trump to Brands: ‘You're Hired,’”The Wall Street Journal, (September 2), B1.
4.
FordGary T., and JohnE. Calfee (1986), “Recent Developments in FTC Policy on Deception,”Journal of Marketing, 50 (July), 82–103.
5.
FriestadMarian, and WrightPeter (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,”Journal of Consumer Research, 21 (June), 1–31.
6.
KaikatiAndrew M., and JackG. Kaikati (2004), “Stealth Marketing: How to Reach Consumers Surreptitiously,”California Management Review, 46 (Summer), 6–22.
7.
Marketing News (2007), “Viral Marketing Outlook Ill,” (October 15), 6.
8.
MartinKelly D., and Craig SmithN. (2008), “Commercializing Social Interaction: The Ethics of Stealth Marketing,”Journal of Public Policy & Marketing, 27 (Spring), 45–56.
9.
MilneGeorge R., BahlShalini, and RohmAndrew (2008), “Toward a Framework for Assessing Covert Marketing Practices,”Journal of Public Policy & Marketing, 27 (Spring), 57–62.
10.
MiyazakiAnthony D. (2008), “Online Privacy and the Disclosure of Cookie Use: Effects on Consumer Trust and Anticipated Patronage,”Journal of Public Policy & Marketing, 27 (Spring), 19–33.
11.
ObermillerCarl, and EricR. Spangenberg (1998), “Development of a Scale to Measure Consumer Skepticism Toward Advertising,”Journal of Consumer Psychology, 7 (2), 159–86.
12.
PettyRoss D., and Craig AndrewsJ. (2008), “Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices That Mask Marketing Messages,”Journal of Public Policy & Marketing, 27 (Spring), 7–18.
13.
RotfeldHerbert Jack (2008), “The Stealth Influence of Covert Marketing and Much Ado About What May Be Nothing,”Journal of Public Policy & Marketing, 27 (Spring), 63–68.
14.
RowanDavid (2006), “The Next Big Thing: Flogs,”The Times, (November 11), 12.
15.
VranicaSuzanne (2002), “That Guy Showing Off His Hot New Phone May Be a Shill: New Campaign for Sony Ericsson Puts Actors in Real-Life Settings; Women Play Battleship at the Bar,”The Wall Street Journal, (July 31), B1.
16.
WalkerRob (2004), “The Hidden (In Plain Sight) Persuaders,”The New York Times Magazine, (December 5), 68–75.
17.
WeiMei-Ling, FischerEileen, and KelleyJ. Main (2008), “An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing,”Journal of Public Policy & Marketing, 27 (Spring), 34–44.
18.
WerdeBill (2003), “The Web Diarist as Pitchman,”The New York Times, (March 27), G5.
