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

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-07-06 DOI:10.1080/20932685.2022.2085607

Miguel A. M. Cárdaba, A. Fernández, L. Martinez, U. Cuesta

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引用次数: 2

Abstract

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 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.

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让它成为故事的一部分：在年轻的数字原住民中，植入式广告在时尚和美容博客中的突出地位和整合作用

摘要植入式广告是应用最广泛的营销和广告策略之一。尽管之前的研究已经考察了不同关键变量在传统媒体中的作用，但时尚和美容博客等数字媒体中出现的产品植入策略的突出和整合效应尚未得到充分调查。在受试者之间进行了一项2（突出度：“低”与“高”）X2（整合度：“高”与“低”）的实验，以检验这些变量对年轻数字原住民消费者对产品、品牌、博主和帖子的回忆和态度的影响。研究结果表明，整合放置在引发品牌和产品召回以及改善对帖子和博主的态度方面是有效的。另一方面，突出并没有对品牌或产品召回产生预期的影响。此外，突出的产品植入确实增加了消费者对说服尝试的怀疑。讨论了对博客作者和营销人员的启示和建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.

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