In the Spotlight or Blending In: Navigating Product Placement Interaction Levels in VR Gaming
(2024) BUSN39 20241Department of Business Administration
- Abstract
- The objective of this study is to explore differences between prominent and subtle product placement (PP) interaction levels on consumer cognitive, behavioral and affective outcomes within virtual reality (VR) gaming context. Leveraging a quantitative approach, the study employs a between group experimental design to investigate the influence of in-game advertising (IGA) interactivity on advertisement recall, product valuation, willingness to consider the brand, interest in the brand, and brand favorability. This research draws into theories such as Stimulus-Organism-Response, experiential marketing, vicarious touch, and dialogic engagement to explore the topic. 74 participants from diverse cultural backgrounds, with a significant... (More)
- The objective of this study is to explore differences between prominent and subtle product placement (PP) interaction levels on consumer cognitive, behavioral and affective outcomes within virtual reality (VR) gaming context. Leveraging a quantitative approach, the study employs a between group experimental design to investigate the influence of in-game advertising (IGA) interactivity on advertisement recall, product valuation, willingness to consider the brand, interest in the brand, and brand favorability. This research draws into theories such as Stimulus-Organism-Response, experiential marketing, vicarious touch, and dialogic engagement to explore the topic. 74 participants from diverse cultural backgrounds, with a significant proportion new to VR technology, participated in the experiments. Findings indicate that advertisement recall was significantly better among people who experienced prominent PP. Interactivity of PP did not have significantly different effects on product valuation, willingness to consider the brand, interest in the brand and brand favorability. Post-experiment interviews with the participants, while not the main part of the study, revealed some interesting insights on PP within VR gaming context. The study contributes to the understanding of VR gaming as an emerging marketing channel and underscores the importance of tailored advertising strategies for VR gaming environments. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162652
- author
- Grigaliunas, Julius LU and Dardeau, Elsa LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Virtual Reality, In-Game Advertising, Product Placement, Advertisement Recall, Experiential Marketing, Persuasion Knowledge, Interactivity
- language
- English
- id
- 9162652
- date added to LUP
- 2024-06-25 13:12:16
- date last changed
- 2024-06-25 13:12:16
@misc{9162652, abstract = {{The objective of this study is to explore differences between prominent and subtle product placement (PP) interaction levels on consumer cognitive, behavioral and affective outcomes within virtual reality (VR) gaming context. Leveraging a quantitative approach, the study employs a between group experimental design to investigate the influence of in-game advertising (IGA) interactivity on advertisement recall, product valuation, willingness to consider the brand, interest in the brand, and brand favorability. This research draws into theories such as Stimulus-Organism-Response, experiential marketing, vicarious touch, and dialogic engagement to explore the topic. 74 participants from diverse cultural backgrounds, with a significant proportion new to VR technology, participated in the experiments. Findings indicate that advertisement recall was significantly better among people who experienced prominent PP. Interactivity of PP did not have significantly different effects on product valuation, willingness to consider the brand, interest in the brand and brand favorability. Post-experiment interviews with the participants, while not the main part of the study, revealed some interesting insights on PP within VR gaming context. The study contributes to the understanding of VR gaming as an emerging marketing channel and underscores the importance of tailored advertising strategies for VR gaming environments.}}, author = {{Grigaliunas, Julius and Dardeau, Elsa}}, language = {{eng}}, note = {{Student Paper}}, title = {{In the Spotlight or Blending In: Navigating Product Placement Interaction Levels in VR Gaming}}, year = {{2024}}, }