Product placement by social media homefluencers during new normal

Ghosh, Mollika

doi:10.1108/sajm-05-2021-0069

Cited by 17 publications

(17 citation statements)

References 56 publications

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“…Moreover, the relationship between visual attention and brand awareness was also examined. Extensive studies have been done to examine the impact of product placement on customers' responses using the eye-tracking method (Boronczyk et al, 2021;Ghosh, 2021;Chen and Deterding, 2013). Nevertheless, few studies focus on the impact of the time sequence of product placement in YouTube videos.…”

Section: Managerial Implication and Conclusionmentioning

confidence: 99%

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Gahlot¹,

Thapa²,

Suryavanshi³

et al. 2023

Journal of Computer Science

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Embedded marketing in online videos has become a popular form of advertising. This study aims to examine the impact of visual attention due to different sequences of product placement by content creators in their videos on brand name, product name, and brand awareness. An experimental study was conducted to investigate the effect on the viewer's attention while viewing a video based on the placement of the brand at the beginning, in the middle, and towards the end of the video. The study used an eye-tracking experiment, where fixation count and fixation duration represented visual attention and engagement, which were triangulated with a questionnaire survey. The study found a partially significant difference in visual attention due to different sequences of product promotion by the content creator, but an insignificant impact on brand awareness. The findings suggest that product placement at the beginning of the video drew more attention to the brand name and product name than the other two sequences. In particular, the frequency of attention was highest on product placement at the beginning of the video, followed by at the end of the video and in the middle of the video, respectively. Additionally, the heat map showed that the product name and brand name received the most attention among other elements. However, the three different sequences of product placement did not impact the brand awareness of the consumer. The results of this study provide new insights for content creators and advertisers when creating videos with embedded brand promotions. This study explores the impact of different sequences of product placement in a video using eye-tracking technology, allowing us to understand the subconscious behavior of the viewer and how it may impact their buying decision. This experiment will help embedded marketers understand the impact of the sequence of promoting a product/brand in a video on engagement levels, providing a glimpse into the respondent's subconscious mind.

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Section: Managerial Implication and Conclusionmentioning

confidence: 99%

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Gahlot¹,

Thapa²,

Suryavanshi³

et al. 2023

Journal of Computer Science

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“…Both in the local and international marketing context, influencer marketing is popularly known as word-of-mouth marketing in any media raising brand awareness through a specific niche area on SNSs (Lin et al, 2021). "New Normal" is a social distancing term bringing new reality affected by the COVID-19 pandemic where consumers adopted new routines and lifestyle patterns in staying at home (Ghosh, 2021). Marketers, globally and locally, rely on social media influencers (SMIs).…”

Section: Introductionmentioning

confidence: 99%

“…Interestingly, Sokolova and Perez (2021) termed fitness influencers inspiring visual content on Instagram as "fitspiration' improving follower's everyday life. However, very few studies have examined SMIs collaboration focusing COVID-19 pandemic: homefluencers product placement (Ghosh, 2021), travel influencers' audience engagement (Femenia-Serra et al, 2022;Madureira and Altura, 2022), pharmaceutical influencers on Instagram, increased use of face masks (Klucarova, 2021) and micro-influencers without specifying any sectors (Gerlich, 2022;Francisco et al, 2021;Khasawneh et al, 2021). But, none of these academics have exposed the impact of homefluencers sponsored endorsement on consumer behavior from a global standpoint.…”

Section: Introductionmentioning

confidence: 99%

Homefluencers' endorsement of millennial consumers' purchase intention in new normal

Ghosh

Islam

2023

IMR

Self Cite

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PurposeThe purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.Design/methodology/approachThis research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.FindingsBased on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.Research limitations/implicationsThis research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing “Homefluencer's Endorsement Model for Purchase Intention” (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects “change-of-persuasion meaning” on Instagram and Facebook, where research is rare.Practical implicationsThis research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.Originality/valueThe authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.

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“…User-generated content related to brands is popular on social media platforms because users create and share their content to express their ideas and feelings, satisfy themselves, gain new knowledge, or engage in social interaction with other users (Davcik et al, 2022). In this sense, influencer marketing may be regarded as using social media strategy that encourages customers to produce original content (Ghosh, 2021).…”

Section: Introductionmentioning

confidence: 99%

The Mediating Effect of Information Adoption on The Association between Social Media Influencer Information Credibility and Purchase Intention

Mohamed¹,

Jaafar²,

Ayupp³

2023

IJARBSS

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As social media continues to gain popularity, people are increasingly turning to various social media websites to engage with one another and exchange information. Consequently, the flow of information has shifted from a one-direction communication process to interactive communication in which people exchange and obtain information from various online platforms. The primary purpose of this study is to examine the mediating effect of information adoption on the relationship between information credibility and purchase intention. An online questionnaire was used to collect data. The questionnaire was made available to respondents by sharing a link to a Google Form across several social media sites, including Facebook, Telegram, and WhatsApp. Responses from 384 respondents were used for further analysis. The results revealed that information credibility significantly influenced information adoption, and information adoption significantly influenced purchase intention. Further, information adoption partially mediated the relationship between information credibility and purchase intention. Results of the study imply that social media influencers must provide credible information to convince customers to adopt the information, thus influencing their purchase intention.

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Product placement by social media homefluencers during new normal

Cited by 17 publications

References 56 publications

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Homefluencers' endorsement of millennial consumers' purchase intention in new normal

The Mediating Effect of Information Adoption on The Association between Social Media Influencer Information Credibility and Purchase Intention

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