Search results
1 – 6 of 6Huan Chen and Audrey Deterding
The purpose of the study is to explore how college‐aged consumers perceive and interpret product placement in the context of social games.
Abstract
Purpose
The purpose of the study is to explore how college‐aged consumers perceive and interpret product placement in the context of social games.
Design/methodology/approach
The theoretical perspective guiding the study is phenomenology, and the essay assignment and in‐depth interviews were used to collect data.
Findings
The themes emerged from the current data regarding the participants' interpretations of product placement in social games are: freedom of choice; subtleness and unobtrusiveness; and connection to real world consumption.
Originality/value
No study to date has been designed to explore the product placement in social network sites (SNSs), especially in the context of social gaming. The study fills the research gap by exploring college‐aged consumers' interpretation of product placement in the context of social games.
Details
Keywords
Huan Chen, Eric Haley and Audrey Deterding
The chapter examined the consumer meanings of product placements embedded in social games in different cultural contexts.
Abstract
Purpose
The chapter examined the consumer meanings of product placements embedded in social games in different cultural contexts.
Methodology/approach
The theoretical perspective guiding the study is phenomenology, and the essay assignment and in-depth interviews were used to collect data.
Findings
The chapter was based on two qualitative research projects. Findings revealed that consumers in both countries appreciated certain characteristics of product placement in the context of social game, such as subtleness (naturalness) and unobtrusiveness (users’ freedom of choice and proactive choice); consumers’ real-world consumption in both countries seems to be more or less influenced by the product placement in social games; and while the young American consumers didn’t construct specific meanings for Facebook, the Chinese white-collar consumers actively created meanings for the Chinese social-network site.
Social implications
The chapter offered some thick descriptions and in-depth analyses of product placements in social games in different cultural contexts from consumers’ experiential perspectives to enrich our theoretical understanding of product placement in the new media environment as well as to add valuable insights to the research literature on new advertising formats in general.
Originality/value
No study to date has been conducted to explore the product placement in social games in different cultural contexts. The study fills the research gap by exploring US college-aged consumers’ and Chinese white-collar consumers’ interpretations of product placements in the context of social games.
Details
Keywords
Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki, James Durl, Matthew J. Gullo, Denni Arli and Jason P. Connor
The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation…
Abstract
Purpose
The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents.
Design/methodology/approach
A process evaluation framework focusing on three key elements – context, implementation and mechanisms of impact – was followed in this study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome evaluation surveys before and after the programme delivery, and 300 participants completed qualitative feedback forms following their participation in the VR component of the programme.
Findings
A process evaluation delivers insights beyond those attained in outcome evaluations, enhancing the understanding of factors contributing to programme success or failure that can be used to improve future programme iterations. The VR experience demonstrated high satisfaction scores with users, and the findings demonstrate the importance of a multi-disciplinary and industry partnered programme approach to support VR implementation and delivery.
Research limitations/implications
This research demonstrates that additional learnings are obtained from a process evaluation. The findings are limited to one specific research programme, and the outcome effects of the VR simulation have not been assessed in isolation.
Practical implications
The methods outlined in this paper offer a process evaluation tool that can be used by marketers and other practitioners to reflect on programme success or failure to enhance core offerings.
Originality/value
The application of Moore et al.’s (2015) process evaluation framework delivers a reflexive research tool that can be applied to critically consider three key elements: context, implementation and mechanisms of impact of developed programmes. VR’s capacity to provide a satisfying and highly valued programme resource that participants value for its realistic, novel and immersive experiential learning experience was demonstrated.
Details