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

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dc.contributor.authorMartínez Martínez, Luz
dc.contributor.authorCuesta Cambra, Ubaldo Armando
dc.contributor.authorFernández Pardo, Ana
dc.contributor.authorMiguel A. M. Cárdaba
dc.date.accessioned2024-02-06T12:10:06Z
dc.date.available2024-02-06T12:10:06Z
dc.date.issued2022-05-31
dc.description.abstractProduct 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 blog-ger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improv-ing 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.
dc.description.departmentDepto. de Teorías y Análisis de la Comunicación
dc.description.facultyFac. de Ciencias de la Información
dc.description.refereedTRUE
dc.description.statuspub
dc.identifier.citationCárdaba, M. A., Fernández, A., Martinez, L., & Cuesta, U. (2023). Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives. Journal of Global Fashion Marketing, 14(2), 157-172.
dc.identifier.doi0.1080/20932685.2022.2085607© 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any med-ium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
dc.identifier.officialurlhttps://www.tandfonline.com/doi/full/10.1080/20932685.2022.2085607
dc.identifier.urihttps://hdl.handle.net/20.500.14352/99454
dc.issue.number2
dc.journal.titleJOURNAL OF GLOBAL FASHION MARKETING
dc.language.isoeng
dc.page.final172
dc.page.initial157
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.cdu004.774.1:658.8
dc.subject.cdu316.6
dc.subject.keywordProduct placement; prominence
dc.subject.keywordIntegration
dc.subject.keywordFashion marketing
dc.subject.keywordDigital media
dc.subject.ucmCiencias de la Información
dc.subject.unesco6114 Psicología Social
dc.titleMake it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number14
dspace.entity.typePublication
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relation.isAuthorOfPublication910d5a87-3b44-44c2-a189-039e6b44f79a
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relation.isAuthorOfPublication.latestForDiscovery412ec3bb-e7fa-49ab-9b9c-16a7a45789a6
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