A Critical Realist and Multimethodology Framework for Product Placement Research

Abstract

This article contributes to the existing literature by examining the appropriate philosophical and methodological foundations for research in marketing communication that has yet to be discussed. In particular, this article argues that the ontological, epistemological, and methodological underpinnings of a critical realist paradigm could be a meaningful alternative to the predominant positivism in product placement research. Under a critical realist framework, several unexplored areas in product placement research are identified and a multimethodology approach is proposed to expand the scope of knowledge in the field. The discussion ends with some ethical concerns and the major contributions to the discipline with regards to Habermas's three worlds: the material, social, and personal worlds.

Antecedents of product placement effectiveness across cultures

“…However, the interaction effects do not seem to extend beyond attitudes. Consequently, the study should be replicated in different circumstances with more realistic settings to enhance the generalizability of the findings (Chan, 2015). The results successfully reflect the expected differences between a less and a more assertive and performance-oriented culture (i.e.…”

“…A multi-methodology approach was used (Chan, 2015). A content analysis of all the films released in the UK and HK in 2010 with the highest weekly box-office hits was initially performed.…”

A Methodological Proposal for the Complementarity of the SSM and the VSM for the Analysis of Viability in Organizations

“…As the number of modeling methods (hard and soft) has grown, so too has the opportunity to combine more than one method. Some authors (Bowers, 2011;Castellini, 2018;Davies et al, 2005;Estellita Lins, Netto, & de Castro Lobo, 2019;Fong & Chan, 2015;Pollack, 2009;Small & Wainwright, 2014;Taket & White, 1998) have approached the study of multimethodology based on the work of Mingers & Brocklesby (1997). This specific approach engenders a discussion of which methods should be used and when, and if it is possible to combine hard and soft methods.…”

Processing of product placements and brand persuasiveness

“…Previous studies of product placement make a variety of significant contributions to the field and can be categorized into five main streams: 1) content analyses of brand appearances; 2) single-country empirical studies of placement effectiveness; 3) general discussions on research trends; 4) examination of practitioners' views towards brand integration; and 5) cross-cultural comparisons of the acceptability of the marketing practice (Chan, 2012). Despite a number of studies which employ persuasion and information processing models to explain the results (Cowley and Barron, 2008;Wei et al, 2008), very few studies have empirically examined how placement information has been processed (Chan, 2015;Hang and Auty, 2011;Yoon et al, 2011). Redondo's (2012) study is an exception but its focus is limited to negative product placements (i.e., brands being placed negatively/in negative context) instead of product placements in general.…”

“…This research is limited by some methodological issues which are discussed below along with the potential areas for further studies (Chan, 2015). This study focuses on 18-34 year olds because they constitute the largest proportion of film audience, and films are important entertainment for them.…”