Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

In the Spotlight or Blending In: Navigating Product Placement Interaction Levels in VR Gaming

Grigaliunas, Julius LU and Dardeau, Elsa LU (2024) BUSN39 20241
Department 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:
author
Grigaliunas, Julius LU and Dardeau, Elsa LU
supervisor
organization
course
BUSN39 20241
year
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}},
}