RT Journal Article
T1 Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives
A1 Martínez Martínez, Luz
A1 Cuesta Cambra, Ubaldo Armando
A1 Fernández Pardo, Ana
A1 Miguel A. M. Cárdaba, 
AB Product 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.
YR 2022
FD 2022-05-31
LK https://hdl.handle.net/20.500.14352/99454
UL https://hdl.handle.net/20.500.14352/99454
LA eng
NO Cárdaba, 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.
DS Docta Complutense
RD 22 jul 2024