Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives

  1. Cárdaba, Miguel A. M. 2
  2. Fernández, A. 1
  3. Martinez, L. 1
  4. Cuesta, U. 1
  1. 1 Communication Theories and Anylisis Department, Complutense University of Madrid, Madrid, Spain
  2. 2 Department of Communication, Villanueva University, Madrid, Spain
Revista:
Journal of Global Fashion Marketing

ISSN: 2093-2685,  2325-4483

Ano de publicación: 2022

Volume: 14

Número: 2

Páxinas: 157-172

Tipo: Artigo

DOI: 10.1080/20932685.2022.2085607 GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Journal of Global Fashion Marketing

Obxectivos de Desenvolvemento Sustentable

Resumo

Product placement is one of the most widely used marketing and advertising strategies. Although previous research has examined the role of different key variables in traditional media, the effect of prominence and integration in product placement strategies that appear in digital media such as fashion and beauty blogs has not been fully investigated. A 2 (Prominence: “low” vs. “high”) X 2 (Integration: “low” vs. “high”) between-subjects experiment was conducted to examine the impact of these variables on young digital natives consumers’ recall and attitudes towards the product, the brand, the blogger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improving attitudes towards the post and the blogger. Prominence, on the other hand, did not have the expected impact on brand or product recall. In addition, Prominent product placement did increase consumers’ suspicion of the persuasion attempt. Implications and recommendations for bloggers and marketers are discussed.

Referencias bibliográficas

  • Arora, A., & Sahu, K. (2014). Celebrity endorsement and its effect on consumer behavior. International Journal of Retailing & Rural Business Perspectives, 3(2), 866.
  • Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115–141. https://doi.org/10.2753/JOA0091-3367350308
  • Bentley, K., Chu, C., Nistor, C., Pehlivan, E., & Yalcin, T. (2021). Social media engagement for global influencers. Journal of Global Marketing, 34(3), 205–219. https://doi.org/10.1080/08911762.2021.1895403
  • Bhatnagar, N., Aksoy, L., & Malkoc, S. A. (2003). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. In L. J. Shrum (Ed.), The psychology of entertainment media (pp. 110–127). Erlbaum Psych Press.
  • Briñol, P., Cárdaba, M. Á., Gallardo, I., & Horcajo, J. (2015). La Advertencia del intento persuasivo en contextos publicitarios. Anales de psicología, 31(1), 184–189. https://doi.org/10.6018/analesps.31.1.158251
  • Campbell, M. C., & Kirmani, A. (2008). I know what you’re doing and why you’re doing it. In Curtis P. Haugtvedt, Paul M. Herr, Frank R. Kardes (Eds.), Handbook of Concumer Psychology (pp. 549–574).
  • Chan, F. F. Y. (2012). Product placement and its effectiveness: A systematic review and propositions for future research. The Marketing Review, 12(1), 39–60. https://doi.org/10.1362/146934712X13286274424271
  • Colliander, J., & Erlandsson, S. (2015). The blog and the bountiful: Exploring the effects of disguised product placement on blogs that are revealed by a third party. Journal of Marketing Communications, 21(2), 110–124. https://doi.org/10.1080/13527266.2012.730543
  • Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89–98. https://doi.org/10.2753/JOA0091-3367370107
  • Cuesta-Cambra, U., Niño-González, J. I., & Rodríguez-Terceño, J. (2017). The cognitive processing of an educational app with EEG and ‘Eye Tracking’. Comunicar: Media Education Research Journal, 25(52), 41–50. https://doi.org/10.3916/C52-2017-04
  • d’Astous, A., & Seguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), 896–910. https://doi.org/10.1080/10641734.2000.10505106
  • De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: The role of material connection with the brand and message-sidedness when disclosing covert advertising. International Journal of Advertising, 39(1), 94–130. https://doi.org/10.1080/02650487.2019.1575108
  • Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. The Journal of Consumer Research, 21(1), 1–31. https://doi.org/10.1086/209380
  • Guo, F., Ye, G., Hudders, L., Lv, W., Li, M., & Duffy, V. G. (2019). Product placement in mass media: A review and bibliometric analysis. Journal of Advertising, 48(2), 215–231. https://doi.org/10.1080/00913367.2019.1567409
  • Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47–59. https://doi.org/10.1080/10641734.1998.10505076
  • Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96. https://doi.org/10.1177/0022242919854374
  • Kamleitner, B., & Khair Jyote, A. (2013). How using versus showing interaction between characters and products boosts product placement effectiveness. International Journal of Advertising, 32(4), 633–653. https://doi.org/10.2501/IJA-32-4-633-653
  • Kincl, T., & Štrach, P. (2021). Born digital: Is there going to be a new culture of digital natives? Journal of Global Scholars of Marketing Science, 31(1), 30–48. https://doi.org/10.1080/21639159.2020.1808811
  • Kirk, C. P., Chiagouris, L., Lala, V., & Thomas, J. D. (2015). How do digital natives and digital immigrants respond differently to interactivity online?: A model for predicting consumer attitudes and intentions to use digital information products. Journal of Advertising Research, 55(1), 81–94. https://doi.org/10.2501/JAR-55-1-081-094
  • Kishiya, K. (2018). Exploring the impact of celebrity endorsement on product placement effectiveness. International Journal of Marketing & Distribution, 2(1), 25–35. https://doi.org/10.5844/ijmd.2.1_25
  • Lee, J., & Ahn, J. H. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119–137. https://doi.org/10.2753/JEC1086-4415170105
  • Matthes, J., & Naderer, B. (2016). Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge. International Journal of Advertising, 35(2), 185–199. https://doi.org/10.1080/02650487.2015.1071947
  • Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29. https://doi.org/10.1080/21639159.2020.1808812
  • Mutum, D., & Wang, Q. (2010). Consumer generated advertising in blogs. In Matthew S. Eastin, Terry Daugherty, Neal M. Burns (Eds.), Handbook of research on digital media and advertising: User generated content consumption (pp. 248–261). IGI Global.
  • Naderer, B., Matthes, J., Marquart, F., & Mayrhofer, M. (2018). Children’s attitudinal and behavioral reactions to product placements: Investigating the role of placement frequency, placement integration, and parental mediation. International Journal of Advertising, 37(2), 236–255. https://doi.org/10.1080/02650487.2016.1218672
  • Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32–46. https://doi.org/10.1080/20932685.2020.1835522
  • Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243–281. https://doi.org/10.1111/j.1559-1816.2004.tb02547.x
  • PQMedia. (2021). Global Product Placement Forecast 2020. PQ Media.
  • Russell, C. A. (1998). Toward a framework of product placement: Theoretical propositions. ACR North American Advances.
  • Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. The Journal of Consumer Research, 29(3), 306–318. https://doi.org/10.1086/344432
  • Russell, C. A., & Rasolofoarison, D. (2017). Uncovering the power of natural endorsements: A comparison with celebrity-endorsed advertising and product placements. International Journal of Advertising, 36(5), 761–778. https://doi.org/10.1080/02650487.2017.1348033
  • Russell, C. A. (2019). Expanding the agenda of research on product placement: A commercial intertext. Journal of Advertising, 48(1), 38–48. https://doi.org/10.1080/00913367.2019.1579690
  • Schemer, C., Matthes, J., Wirth, W., & Textor, S. (2008). Does “Passing the Courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos. Psychology & Marketing, 25(10), 923–943. https://doi.org/10.1002/mar.20246
  • Stephen, G., Inbaraj, D., & SP, A. (2021). Investigating the influence of audiences’ movie-viewing motives on attitude towards brand placement in movies. Journal of Global Scholars of Marketing Science, 31(4), 487–510. https://doi.org/10.1080/21639159.2020.1808813
  • van Reijmersdal, E. A. (2015). Disclosing brand placements in movies. Journal of Media Psychology, 28(2), 1–10. https://doi.org/10.1027/1864-1105/a000158
  • Wai Lai, I. K., & Liu, Y. (2020). The effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 1–19. https://doi.org/10.4067/S0718-18762020000300102
  • Wang, Y., & Chen, H. (2019). The influence of dialogic engagement and prominence on visual product placement in virtual reality videos. Journal of Business Research, 100, 493–502. https://doi.org/10.1016/j.jbusres.2019.01.018
  • Yang, M., & Roskos-Ewoldsen, D. R. (2007). The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior. The Journal of Communication, 57(3), 469–489. https://doi.org/10.1111/j.1460-2466.2007.00353.x