The effectiveness of product placement within the immersive environment

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.

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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.

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ID Code: 28965
Item Type: Conference Paper
Refereed: Yes
Keywords: Virtual Product Placement, Immersive Environment, Second Life, Involvement
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2009 Please consult the authors.
Deposited On: 01 Dec 2009 06:02
Last Modified: 21 Jun 2017 14:42

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