The effectiveness of product placement within the immersive environment
| Data(s) |
2009
|
|---|---|
| Resumo |
This research investigates the impact of participants’ involvement on evaluation of virtual product placement within immersive environments. An exploratory student was conducted and face-to-face, semi structured interviews were used in this research. That sample consisted of active and current Second Life users in the age group of 20-50 years old and from a range of different occupations. Results of the qualitative study indicate that high involvement with the product and deep immersion within Second Life both lead to higher perceptions of product placement effectiveness and enhanced virtual experience. A model developed from the qualitative study is presented and future research is discussed. |
| Formato |
application/pdf |
| Identificador | |
| Publicador |
European Marketing Academy |
| Relação |
http://eprints.qut.edu.au/28965/1/c28965.pdf http://www.emac2009.org/r/default.asp?iId=MHMDI Mahyari, Parisa, Drennan, Judy, & Luck, Edwina M. (2009) The effectiveness of product placement within the immersive environment. In Proceedings of the 38th European Marketing Academy Conference (EMAC 2009), European Marketing Academy, Audencia Nantes School of Management, Audencia Nantes, France. |
| Direitos |
Copyright 2009 Please consult the authors. |
| Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
| Palavras-Chave | #150502 Marketing Communications #Virtual Product Placement #Immersive Environment #Second Life #Involvement |
| Tipo |
Conference Paper |
