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• W2607026286 abstract "In the past years, product placement has developed into a popular advertising and canplay a significant role in gaining a competitive advantage. Not only do productplacements help brands to break through the commercial clutter but also to deal withconsumers who are becoming more skilled at avoiding commercials. Currently, anincreasing number of placements take place on blogs. Due to their personal approach,bloggers are considered to be highly persuasive. Important in this process is theexistence of parasocial interaction. Bloggers create a more personal relationship withtheir audience by disclosing information about their private lives.However, little research has been done on product placement on blogs.Hence, the aim of this research is to study the effectiveness of product placements onblogs, when considering the prominence of the placement and the prior familiarity withthe blogger. Drawing on previous studies that were conducted on other media platforms,this study will apply a mixture of current models while aiming to improve and furtherdevelop them in the context of blogs. To measure the impact of prominence andfamiliarity on brand attitude, an experiment was conducted among Dutch womenbetween 15 and 30 years old.The findings of this study indicated that product placement on blogs have aneffect on brand attitude of consumers. When evaluating the effect of both independentvariables separately, it appeared that familiarity with the blogger had no significanteffect on brand attitude while prominence did have an effect on brand attitude. Yet, themost important finding in this study is the existence of an interaction effect, namely thatthe effect of prominence is dependent on the familiarity with the blogger. The results ofthis study can serve as a foundation for future studies that aim to research theeffectiveness of product placement on blogs. Managerial implications and suggestionsfor future research are discussed." @default.
• W2607026286 created "2017-04-28" @default.
• W2607026286 creator A5089122612 @default.
• W2607026286 date "2015-06-19" @default.
• W2607026286 modified "2023-09-26" @default.
• W2607026286 title "Too obvious or not? The effect of prominence and blogger familiarity on brand attitude towards placed products" @default.
• W2607026286 hasPublicationYear "2015" @default.
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