Product Placement in Virtual Reality Videos from the Perspective of Dialogic Engagement. Issue 2 (4th May 2019)

• Record Type: Journal Article
• Authors: Chen, Huan; Wang, Ye
• Is Part Of: Journal of interactive advertising. Volume 19:Issue 2(2019)
• Page Start: 133
• Page End: 147
• Publication Date: 2019-05-04
• Subjects: Product placement -- virtual reality -- engagement -- mixed-method study; Advertising -- Periodicals; Internet advertising -- Periodicals; Interactive multimedia -- Periodicals; 659.144
• DOI: 10.1080/15252019.2019.1596850
• Languages: English
• ISSNs: 1525-2019

Abstract

Abstract: Two studies were conducted to examine product placement in virtual reality (VR) videos using the theoretical framework of dialogic engagement. Specifically, Study 1 used content analysis to investigate VR films on YouTube, and Study 2 applied a phenomenological approach to explore young consumers' responses to this innovative promotional tool. Findings revealed that while, in general, greater interactivity and dynamicity are more desirable to achieve a higher level of engagement, a balance between interactivity, dynamicity, subtlety, and prominence should be achieved to bridge the gap between product placement practices and audience's perceptions.