Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives
Date
2022Citation
Miguel A. M. Cárdaba, A. Fernández, L. Martinez & U. Cuesta (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, DOI: 10.1080/20932685.2022.2085607
Abstract
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 var ...
Materias
Departamentos
Document type
journal article