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The influence of dialogic engagement and prominence on visual product placement in virtual reality videos

Author

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  • Wang, Ye
  • Chen, Huan

Abstract

To identify effective strategies of visual product placement in virtual reality (VR) videos, an experiment was conducted to examine whether dialogic engagement, prominence, and perceived control of VR videos affected brand perception and recall. The experiment revealed that perceived control of VR videos significantly influenced interest in a brand and willingness to consider it. Prominence moderated the effect of dialogic engagement on brand recall. Dialogic engagement was positively associated with a co-creating experience. The findings suggest that product placement in VR videos resembles that of interactive media. Unlike traditional films, prominent placement is generally preferred in VR videos. Prominent placement that is highly engaging maximizes brand exposure. The current study is of significance since it differentiates VR videos from other similar interactive and/or visual media, extends the concept of dialogic engagement to VR, examines perceived control, co-creation, visual prominence, and brand perception in a new context, and offers strategic recommendations.

Suggested Citation

  • Wang, Ye & Chen, Huan, 2019. "The influence of dialogic engagement and prominence on visual product placement in virtual reality videos," Journal of Business Research, Elsevier, vol. 100(C), pages 493-502.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:493-502
    DOI: 10.1016/j.jbusres.2019.01.018
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    Citations

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    Cited by:

    1. Giacomo Gistri & Matteo Corciolani, 2020. "Towards a better understanding of practitioners’ ideas about product placement: an empirical analysis in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(4), pages 261-288, December.
    2. Chan, Fanny Fong Yee, 2020. "Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude," Journal of Business Research, Elsevier, vol. 120(C), pages 31-41.
    3. van Berlo, Zeph M.C. & van Reijmersdal, Eva A. & Smit, Edith G. & van der Laan, L. Nynke, 2021. "Brands in virtual reality games: Affective processes within computer-mediated consumer experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 458-465.
    4. Keegan, Brendan James & McCarthy, Ian P. & Kietzmann, Jan & Canhoto, Ana Isabel, 2024. "On your marks, headset, go! Understanding the building blocks of metaverse realms," Business Horizons, Elsevier, vol. 67(1), pages 107-119.
    5. Zhang, Jin & Xu, Xiaobing & Keh, Hean Tat, 2022. "I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes," Journal of Business Research, Elsevier, vol. 139(C), pages 397-410.
    6. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    7. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.

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