Comparison between product placement that fulfils and does not fulfil expectations of internet users in the context of YouTube

Comparaison entre un placement de produits conforme et non-conforme aux attentes des internautes dans le contexte de YouTube

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). Previous research on product placement has, for the most part, focused on an atomized, feature-by-feature approach in traditional media such as film or television. In this article, we will approach product placement in a holistic way by asking whether YouTube's specificities influence its impact. To answer this question, we conducted an experiment comparing two of the most common types of product placement on the platform, one that conforms to expectations and one that does not. At the end of our study with 409 respondents, it appears that a non-compliant product placement leads to a more vivid memory, but also generates more negative emotions and impacts more negatively the attitude towards the brand. A compliant placement will generate more positive emotions, positively influencing the attitude towards the brand.

Keywords: Social media; Emotions; Influencer marketing; Product placement; YouTube; Placement de produits; Réseaux sociaux; Attitude envers la marque (search for similar items in EconPapers)
Date: 2023-05-10
Note: View the original document on HAL open archive server: https://hal.science/hal-04264638v1
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Published in 39ème congrès international de l'AFM, Association Française du Marketing (AFM), May 2023, Vannes (Bretagne, France), France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04264638

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