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Product Placement has found a new home – Social Media: An exploratory study on Instagram

Product Placement has found a new home – Social Media: An exploratory study on Instagram

Bayrak, N. and Kawaf, Fatema ORCID: 0000-0002-7089-7816 (2018) Product Placement has found a new home – Social Media: An exploratory study on Instagram. In: Academy of marketing Annual Conference, 3-5 July 2018, Stirling, UK.

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Abstract

The paper presents a conceptualisation of products placement (PP) in social media. This qualitative exploratory research inquiry aims to better understand the phenomenon of social media product placement and its effectiveness. Ten semi-structured interviews, guided by photo-elicitation technique, were conducted with active Instagram users and followers of selected Instagram-Bloggers. The findings indicate formal design variables like plot connection, verbal and visual attributes are identified as main factors affecting the awareness and perception of the placed brands, however, key differences between traditional and social media product placements are uncovered and discussed. The study contribute to Marketing communication literature in general and product placement research in particular by exploring the nature of product placement in social media, assessing its variables, and investigating its effectiveness.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: Social media, social networking sites, product placement, Instagram, influencer marketing, visual placement, verbal placement, plot connection, product-character association, emotional appeal, appeal of the scenery, product-involvement, exposure time
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 30 Jan 2019 15:25
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/22782

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