Product Placement Research Articles

Advertising in the metaverse and its implications for brands and society: A multi-stakeholder perspective

The aim of this paper is to identify the characteristics of advertising in the metaverse and its implications for brands and society. A group of 35 experts representing advertising agencies and brands from Central and Eastern Europe were interviewed. The findings are presented in the form of a conceptual model that provides a cartography for the landscape of metaverse advertising. Our results demonstrate that metaverse advertising uses existing formats (e.g. billboards, product placement), while also developing new ones (e.g. automated avatars, virtual products, and branded spaces). In addition, metaverse advertising is more focused on brand building than on direct, measurable impact. Advertising in the metaverse is not as precisely targeted as it is on the internet. Given their high up-front costs, these activities are currently more suitable for multinationals and well-known global brands. Metaverse advertising is not perceived to be associated with elevated brand risk. However it is burdened with myopia, understood as a lack of long-term perspective. Our findings reveal three stakeholder personas representing different approaches to metaverse advertising; including Cautious Pioneers, Empathic Pragmatists, and Blockchain Enthusiasts. We conclude by documenting the social consequences, capturing shifts towards automated communication, digital ownership, and the metaverse's potential to replace social media.

Application of colour theory and visual merchandising principles in retail spaces

In retail settings, the strategic application of color theory and visual merchandising concepts is essential for influencing customer perception and increasing sales. One of the most obvious visual cues, color has a significant psychological impact on consumers, affecting their mood, perception, and buying habits. Retailers can create aesthetically pleasing spaces that suit their brand identity and client preferences by utilizing color theory concepts like complementary colours, warm versus cold tones, and color harmony. For instance, cool hues like blue and green express serenity and trust, while warm hues like red and yellow are frequently employed to convey a sense of urgency and enthusiasm. The creative placement of goods and displays to maximize consumer interaction and promote sales is known as visual merchandising. The utilization of contrasts, lighting, focal points, and product placement are important guidelines. Together with color theory, these components produce an engaging shopping experience that improves product visibility, makes navigating the store easier, and leads shoppers through it with ease. In addition to drawing in new clients, the strategic use of color psychology and visual merchandising strategies also affects their purchasing habits, increasing sales and building brand loyalty. Retail spaces may be transformed into dynamic, captivating settings that emotionally connect with customers through the use of this comprehensive strategy.

Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type

Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type

Optimizing Product Placement Interface Design in Mobile Food Delivery Marketing

Optimizing Product Placement Interface Design in Mobile Food Delivery Marketing

The activities of public service media in new media and its funding

With the development of new technologies, the so-called new media are gaining importance and popularity in society. This leads to a strengthening of the presence of public media in the field of new media. In this context, the author examines how they are moving from a long-term licence model aimed at charging for the ownership of the radio or television receiver to generating income for activities in the field of new media. One of the options is to generate income through advertising, sponsorship or product placement in the online space, another option is to change the fee model and shift to tax, respectively charging natural and legalpersons regardless of the ownership of the receiver. In this context, the author analyses the situation in three Central European countries (Czechia, Slovakia and Austria) that are currently reforming the funding of public service media. In the research, the author focuses on the activity of public media in the online space and how they are changing the current funding model in this regard. The research methods used are mainly analysis of legislative and budgetary documents. The author concludes that public service media tend to move towards new funding models that are either more universal or secure funding from the state budget. National legislation regulating public service media is also being adapted to the new activities of public service media in new media, with measures to ensure the independence of online broadcasting.

Product Placement and Consumer Behavior and Attitude: An Analytical Review and Marketing

Product Placement and Consumer Behavior and Attitude: An Analytical Review and Marketing

Sequential model of FSN classification with ZABLS slotting and vehicle routing problem using hybridization of ant colony optimization and tabu search to reduce picking time

Purpose: The research purpose is to enhance picking performance by developing a hybrid algorithm that classifies SKU, determines slot, and routes the process for Delivery Order (DO).Design/methodology/approach: FSN classification is used for categorizing the products into three groups: fast-moving, slow-moving, and not-moving based on the consumption rate and average stay of each SKU. The result of classification is continued with ZABLS Slotting for product placement on warehouse shelves based on the quickest to the longest picking time on each slot. Slotting results are used for VRP addresses with Ant Colony Optimization and Tabu Search hybridization algorithms.Due to the high process and cost to move the goods storage location because of the use of FSN and ZABLS method, hybridization algorithms are compared to pre-slotting and post-slotting conditions. Method verification uses 30 random sampling DO, and based on existing storage locations, it took 757.14 seconds average picking time.Findings: On pre-slotting condition, it reduced 17.74% to 626.34 seconds, and on post-slotting condition it reduced 25.75% to 557.64 seconds.The reduced picking time gives PT. XYZ better performance on fulfilling delivery orders in a day; theoretically, based on standard time, PT. XYZ can fulfill 40 orders in a day, and based on current performance, PT. XYZ can only fulfill 31 DO in a day. The uses of ACO-TS hybridization algorithms on pre-slotting condition PT. XYZ can fulfill 45 DO in a day and on post-slotting condition PT. XYZ can fulfill 51 DO in a day, increasing 27.5% from current performance.Originality/value: The novelty of this research is the use of hybridization algorithms of Ant Colony Optimization and Tabu Search (ACO-TS) to design sequential model of FSN-ZABLS to VRP to minimize picking time on each Delivery Order (DO).

Analyzing the impact of viral marketing on brand equity dimensions in Egypt’s home appliances sector: A customer and legal perspective

In the digital age, viral marketing has emerged as a key driver in shaping brand equity, particularly in the highly competitive Egyptian home appliances sector. Traditional marketing strategies have proven insufficient in reaching consumers with the same efficacy as viral campaigns, which leverage digital platforms and consumer networks. This study examines the influence of viral marketing on brand equity dimensions – brand awareness, perceived quality, brand loyalty, and brand association – through the lens of both customer perception and legal frameworks Using a quantitative research design, data were collected from 270 respondents across 389 companies, with a response rate of approximately 70% of the total population in Egypt’s home appliances sector, with simple linear regression analysis employed to assess the relationships. The results indicate a strong positive effect of viral marketing on brand equity. Specifically, viral marketing accounts for 27.2% of the variance in brand awareness (R² = 0.272, p < 0.001), 28.1% in perceived quality (R² = 0.281, p < 0.01), 13.6% in brand loyalty (R² = 0.136, p < 0.05), and 40.9% in brand association (R² = 0.409, p < 0.001). Furthermore, the study finds that regulatory compliance plays a moderating role, ensuring that viral marketing campaigns remain within ethical and legal bounds, thereby enhancing consumer trust and the long-term impact of marketing efforts.These findings highlight the strategic value of integrating viral marketing with a firm understanding of legal frameworks to optimize brand equity in Egypt’s home appliances industry. This research provides actionable insights for brand managers and marketers looking to maximize the efficacy of their viral campaigns while maintaining brand integrity. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

Eco-Chic stays: The influence of green communication on guest booking intentions

In this paper, we examine how green communication impacts luxury hotel bookings using data from China. To determine whether green communication has an impact on guests’ decision-making processes, 384 questionnaires were distributed across four major Chinese cities, Beijing, Shanghai, Guangzhou, and Shenzhen. Among the mediators and moderators were perceived brand integrity, intrinsic green motivation, and environmental knowledge. Results indicate that the combinations of perceived brand integrity and green intrinsic motivation affect guests’ booking intentions along with environmental knowledge, according to the results of this study. Luxury hospitality managers can use this research to develop a theoretical framework for sustainable communication with green consumers.

Implementation of a UK supermarket intervention to increase purchasing of fresh fruit and vegetables: process evaluation of the WRAPPED natural experiment

BackgroundPlacement interventions, characterised by greater availability and more prominent positioning of healthy food products in supermarkets and other food stores, are associated with healthier patterns of purchasing and diet. The WRAPPED intervention study is a natural experiment that aims to evaluate a supermarket placement intervention to improve fruit and vegetable sales, household purchasing and the dietary quality of women and their children. Process evaluation, alongside the evaluation of outcomes, is essential to understand how interventions are implemented, under what circumstances they are effective, and their mechanisms of impact. This study aimed to assess the implementation of the WRAPPED placement intervention.MethodsThe study adopted a convergent mixed-methods design. Quantitative data extracted from study store planograms (visual representation of stores and product placement) before and after intervention implementation were used to assess the positioning of fresh fruit and vegetables in the first aisle from the front entrance (intervention dose). The availability of fresh fruit and vegetables in each study store was examined from stock-keeping unit (SKU) figures before and after intervention implementation. An intervention implementation survey (IIS) completed with store managers and senior supervisors before and 1- and 6-months post-intervention implementation enabled examination of the context across study stores. Semi-structured interviews with store managers and senior supervisors provided qualitative data about store staff experiences and perceptions of the intervention between 6-months post-intervention implementation.ResultsThe placement intervention was implemented with close adherence to the study protocol. There were marked differences, post-intervention implementation, in the positioning of fresh fruit and vegetables in intervention stores compared with control stores: median distance in intervention stores was 8.0 m (IQR 5.0 to 10.0) compared with 23.8 m (IQR 21.0 to 30.0) in control stores (P < 0.0001). The availability of varieties of fresh fruit and vegetables increased in intervention stores post-intervention compared with control stores: median (IQR) among intervention stores was 72 (51, 84) compared with 56.5 (50, 62) in control stores (P = 0.03). The mean change from baseline to post-implementation in number of different fruit and vegetables available in intervention stores was 15.3 (SD 16.7) (P = 0.01). IIS and interview data demonstrated little difference between intervention and store contexts over time. Reinforcing factors for intervention implementation included: head-office leadership, store staff views and attitudes and increased awareness of the importance of offering healthy food in prominent locations within stores.ConclusionThis study demonstrated that placement interventions which promote fresh fruit and vegetables to customers in discount supermarkets can be implemented effectively. These findings are encouraging for the implementation of national food policies which modify retail environments to improve population purchasing and dietary patterns.Trial registrationNCT03573973; Pre-results.

A new linearized ADI compact difference method on graded meshes for a nonlinear 2D and 3D PIDE with a WSK

In this work, a new linearized alternating direction implicit (ADI) compact difference method (CDM) is proposed for solving nonlinear two-dimensional (2D) and three-dimensional (3D) partial integrodifferential equation (PIDE) with a weakly singular kernel (WSK). The time derivative is treated by Crank-Nicolson (CN) method and the Riemann-Liouville (R-L) integral by product integration (PI) rule on graded meshes. The linear interpolation combining with Taylor formula is applied in time to deal with nonlinear term v∇v in interval (t0,t1), and linear interpolation concerning two previous time points is employed to deal with v∇v in intervals (tn−1,tn),n≥2. A linearized semi-discrete scheme is obtained, which can achieve second-order convergence in time. Then via introducing two kinds of compact difference operators to discretize the spatial derivatives. To improve the computing efficiency, we construct a ADI compact difference method. It is the first time that the ADI compact difference method is applied for the nonlinear 2D and 3D PIDE with a WSK. The advantage of our proposed scheme is that it not only has second-order accuracy in time and fourth-order accuracy in space, but also fast computational speed, just by solving the linear coupled equations for tridiagonal matrices. In addition, we prove the existence, uniqueness and convergence of 2D scheme. Four numerical examples in 2D and 3D are present to demonstrate our proposed method.

The Resilient Agility of Brand Voice in Volatile Environments

Abstract In an era marked by rapid change, the role of brand voice within brand communication has become increasingly vital to protecting brand identity, moving beyond traditional marketing approaches. This research introduces the concept of “resilient agility” of brand voice and examines it in a variety of uncertain contexts. Aiming to investigate the potential influence of volatile environments on brand voice within the context of brand communication, the author based her research on the examination of various case studies and as a result introduced two new models of projecting brand identity through brand communication, including one tailored for volatile environments. The author identifies the resilient agility of brand voice in projecting the essence of brand identity, consistency in core messaging, and transparency in addressing issues as key success factors for brand communication. This research enhances the understanding of the projection model of brand identity through brand communication, especially in volatile environments, offering valuable insights for marketers aiming to maintain brand integrity and develop lasting customer relationships amidst uncertainty.

The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?

PurposeBrands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to product placement and cobranding, this study aims to systematically examine the roles of product competitiveness and brand competitiveness on the effectiveness of brand coappearance on television programs.Design/methodology/approachExtensive pretesting and four experimental studies were conducted. Real stimuli that had been digitally manipulated with fictitious brands were used in Study 1 (laboratory experiment involved student samples) and Study 2 (online experiment with a national sample) to examine the short- and long-term impacts of product competitiveness on brand coappearance. Real stimuli incorporated actual brands were used in Study 3 (involved advertisers’ key demographic) and Study 4 (alterative television program with a national sample) to examine the impacts of brand competitiveness and its interaction effect with product competitiveness.FindingsThe study found that coappearing with a product of high competitiveness significantly enhanced attitudes and purchase intention toward the coappearing products both in the short and long term. Product competitiveness further interacts with brand competitiveness to influence attitudes and purchase intention toward the coappearing brands suggesting a coopetition pattern for brand coappearances. The effect of brand coappearances did not vary substantially for low or high involvement products with or without character interaction.Research limitations/implicationsThe study develops a useful framework for explaining and understanding the potential spillover effects in brand coappearances. It contributes to the existing literature on product placement and cobranding, while also paving the way for future research opportunities.Practical implicationsWhen introducing new brands, marketers are advised to consider coappearance deals with more competitive brands in highly competitive product categories. Conversely, coappearance deals with less competitive brands in less competitive product categories should be adopted to promote well-known brands. Advertisers may also consider product or brand exclusivity arrangements with broadcasters to enhance the effectiveness of the product placement.Originality/valueAlthough brand coappearance in media content is likely to continue to proliferate, little is known about the phenomenon and its effects. To the best of the authors’ knowledge, this research is the first to systematically examine the perceptions toward brands coappeared in television programs.

The role of social influence in mediating the relationship between relative advantage and purchase intentions for smartphones: A study in Kathmandu, Nepal

This research explores smartphone usage dynamics in Kathmandu, Nepal, focusing on how relative advantage, social influence, and purchase intention interact in the context of the city's growing technological landscape. To address the identified gap in understanding the mediating role of social influence, descriptive and exploratory research methods are used. A survey involving 412 smartphone users was conducted both in person and online. The study reveals that relative advantage significantly impacts both social influence and purchase intention. Social influence is found to partially mediate the relationship between relative advantage and purchase intention. Specifically, individuals who perceive a greater relative advantage in a smartphone, thereby further enhancing their purchase intention. The research provides valuable insights into the factors driving consumer behavior in Kathmandu's smartphone market. It demonstrates that while relative advantage directly affects purchase intentions, social influence also plays a critical role in mediating this relationship. These findings can guide marketers in refining their product placement, promotional strategies, and community engagement efforts, ensuring they address both the perceived advantages of smartphones and the influence of social factors on consumer decisions.

The influence of social media and video-on-demand platforms on the appeal and consumption of tobacco and emerging tobacco products: A cross-sectional study.

Digital platforms serve as an avenue for the tobacco industry to promote both conventional tobacco and emerging products, with a notable focus on capturing the attention of young people through sophisticated marketing campaigns. This research aims to analyze the prevalence of different advertising strategies on digital platforms and to assess the impact of exposure to these strategies on the probability of use initiation and increased consumption of conventional tobacco and new tobacco products among young Spaniards. An online survey was conducted on a representative sample of 1730 young Spaniards aged 16-21 years in November 2022 using a comprehensive approach, considering all possible relevant factors and perspectives regarding the issue of the study. A descriptive analysis and two adjusted logistic regression models were employed to explore the association of exposure to digital platforms with the likelihood of conventional tobacco and new tobacco product use among this population. Among the participants, 83.2% reported witnessing individuals smoking, 61.6% observed identifiable logos or explicit advertisements, and 77.6% encountered indirect product placement on social media. Notably, exposure to conventional tobacco product placement (AOR=1.71; 95% CI: 1.27-2.30) emerged as the variable most significantly associated with an increased probability of tobacco use. Furthermore, exposure to advertising related to new tobacco products (AOR=2.47; 95% CI: 1.90-3.21) was linked to a heightened likelihood of subsequent use. Similarly, the direct promotion of these novel products is also associated with a higher probability of conventional tobacco use (AOR=1.58; 95% CI: 1.21-2.07). A reciprocal impact was identified, with the promotion of vaping being associated with an elevated probability of engaging in conventional tobacco smoking. Urgent attention is warranted for formulating public policies to mitigate the adverse effects of such insidious indirect advertising practices on digital platforms.

Automatic Thinking as a Precursor for Consumer Decisions

Automatic thinking is a precursor for an individual’s actions and choices. Avoiding cognitive overload in a world that requires many micro-decisions every day is crucial and thus the brain relies on heuristics to efficiently deal with choices without conscious deliberation. Within consumer behavior, automatic thinking plays an integral role in determining purchases. This manifests through schemas based on familiarity and emotional associations. Marketers can capitalize on this tendency of automatic thinking through the strategic use of advertisement and product placements, priming consumers to favor certain brands over others. Techniques such as habituation and recency also aid in embedding consumer preferring and driving purchasing behavior. While automatic thinking can allow for fostering brand loyalty and making good decisions quickly, this reliance can also introduce biases. This review article aims to explore the psychological mechanisms underlying automatic consumer behavior, creating awareness in how marketing strategies can influence purchasing decisions.

Effectiveness of Kopiko Candy Product Placement Strategy in Korean Drama Doctor Slump: The Role of Product Involvement, Placement Prominence and Celebrity Endorsement

The product placement strategy is increasingly favored in global marketing, especially through Korean drama streaming services, which are typically produced in series format. Kopiko candy leverages the popularity of Korean dramas by employing product placement in the Korean drama Doctor Slump. This study aims to examine the influence of product involvement, placement prominence, and celebrity endorsement on brand memory and brand attitude. The research involved 157 respondents who are fans of Korean dramas residing in Indonesia, aged 18 and above, who have watched the Doctor Slump series from episodes 1-16 and are aware of the presence of Kopiko candy in the scenes of the drama. The results of this study indicate a positive and significant relationship between the variables of product involvement, placement prominence, and celebrity endorsement on brand memory. Additionally, product involvement and celebrity endorsement also have a positive and significant effect on brand attitude.

Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022

SignificanceThe marketing of cigars, little cigars and cigarillos (CLCCs) and cigar wraps is under-regulated and understudied in the USA. To describe strategies CLCC manufacturers and vendors used to advertise their...

Analisis tata letak ruang pada Toko Ritel Pelita dengan metode Activity Relationship Chart (ARC) dan Total Closeness Rating (TCR)

Store layout plays an important role in optimizing the shopping experience and operational efficiency of stationery retail stores. This study aims to analyze the suitability of layouts in Pelita retail stores with the Activity Relationship Chart and Total Closeness Rating approaches. Data collection methods include primary and secondary data. Primary data is obtained through interviews and field observations, while secondary data is used to strengthen primary data. Linkages between store spaces facilitate employee operations and area access for customers, thus creating a comfortable shopping experience. The results of the Activity Relationship Chart and Total Closeness Rating analysis show that display shelves have the highest value of 174, which means the importance of product placement is easily accessible to customers. In addition, areas with high proximity relationships with display shelves, such as parking lots and cashiers are placed close together to facilitate customer access and speed up the shopping process.

The Power of a Brand: Paramount, Heartland Narrowcasting, and Taylor Sheridan’s Yellowstone

Taylor Sheridan’s Yellowstone is, above all, the story of a brand. By situating the popular series in relation to both the streaming and culture wars, as well as a related schism in academic media studies, this article proposes that the political economy of media corporations and the narrative aesthetics of media texts must be understood in tandem. As the Paramount Network’s signature property, Yellowstone manifested the channel’s demographic mission to include women and “narrowcast” to heartland viewers. By sophisticated generic and narratological innovations, Yellowstone went further to create an aesthetic protocol of brand loyalty where the process of branding, at once ancient and modern, physical and symbolic, was made self-consciously central to the show’s redescription of rural cowboying as a cultural identity and marketable lifestyle. The show’s intertwining of branding and belonging, as well as its vigorous use of product placement and merchandising, modifies prior assumptions in the field of franchise studies. In the gap between brand synergy and brand dilution, Yellowstone presents itself as a paradigmatic case study for the new imbrications of narrative entertainment, commodity fetishism, and identitarian politics.