Product placement on YouTube: specificities and influence on the reactions of Internet users

Le placement de produit sur YouTube: spécificités et influence sur les réactions des internautes

Jean-François Lemoine () and Simon Régnier ()
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Jean-François Lemoine: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Simon Régnier: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: This study focuses on the impact of product placement on a video sharing platform (YouTube). The majority of previous research on product placement has been done for media such as film or television. In the context of this article, we will ask whether YouTube has specific features in terms of product placement, both in terms of the characteristics of a placement and the role it can have on the emotional and behavioural responses of Internet users. To answer these questions, we have conducted semi-structured interviews with 15 Internet users. From our study, it appears that a product placement on YouTube has an additional characteristic, disclosure, and that it can generate positive emotions if the placement is subtle and negative if it is prominent. These emotions will have an impact on consumers' behavioural responses, such as recall, attitude towards the brand, or purchase intention.

Keywords: Product Placement; Social network; YouTube; Influence; emotion; Placement de produit; réseaux sociaux; influenceur; émotion (search for similar items in EconPapers)
Date: 2022-05-18
Note: View the original document on HAL open archive server: https://hal.science/hal-03828332v1
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Published in 38ème congrès international de l'Association Française du Marketing (AFM), May 2022, Tunis, Tunisie

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