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Entertainment first, the new mantra to connect with consumers: study

“Shoppertainment” will become a key buzzword among marketers worldwide, particularly in Asia Pacific including Thailand, and will help brands generate new revenue streams as they reconnect and engage with customers through content-driven commerce, a study by TikTok and Boston Consulting Group (BCG) revealed.
Republic Of South Korea Nongluck Ajanapanya Aparna Bharadwaj Asia Pacific Sirini Virayasiri

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