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

Cárdaba Miguel A. M.|Fernández A.|Martinez L.|Cuesta U.
한국마케팅과학회 (Korean Scholars of Marketing Science)|2023.03|Journal of Global Fashion Marketing|제14권 제2호|pp. 157-172|DOI 10.1080/20932685.2022.2085607

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키워드

integrationdigital mediafashion marketingprominenceProduct placement
주제분류경영학

초록

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 blog- ger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improv- ing 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.

Abstract

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 blog- ger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improv- ing 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.

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