 The influence of dialogic engagement and prominence on visual product placement in virtual reality videosYe Wang and Huan Chen Journal of Business Research, 2019, vol. 100, issue C, 493-502 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. Keywords: Virtual reality; Product placement; Engagement; Prominence; Film (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:100:y:2019:i:c:p:493-502 DOI: 10.1016/j.jbusres.2019.01.018 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.