Entertainment content such as TV soap operas and movies are highly desirable media for placing products and brands because the characters naturally receive direct attention from viewers, and because the characters often become celebrities in their own right (Hackley and Tiwasakul, 2006). In particular, product placement and celebrity endorsement are popular means of promoting fashion products. The prominence of consumption in the genre is reflected in the importance of products such as clothing, makeup, home furnishings, and food to the characters (Cornwell and Keillor 1996). In the clothing domain, fashion trends tend to be associated with wealthy urban characters (La Pastina 2001) who serve as aspirational referents. La Pastina (2001) argues that the desire to learn about fashion, lifestyle trends, and behavior is intrinsically associated with soap operas, fueling knowledge of consumer goods and lifestyles. At present, consumers’ social networks are especially important because most people are moderately connected to others and willing to share marketing information with others
