Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”

Seunga Jin*, Aziz Muqaddam

*Corresponding author for this work

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

An online experiment examined the effects of Instagram posts’ source types and product-placement types on brand attitude and credibility perception. A 2 (source: brand versus Instagram influencer) × 2 (product placement: product-only [explicit product placement] versus influencer-with-product [moderate product placement]) between-subjects factorial experiment (N = 304) tested the effects of the two manipulated factors on source credibility, corporate credibility, and attitude toward brand posts. Two-way ANOVAs indicate a main effect of source types on perceived trustworthiness and interaction effects of product-placement and source types on perceived expertise, corporate credibility, and attitude toward brand posts. Consumers exposed to brand as the source conditions indicated no difference in corporate credibility and brand attitude regardless of product-placement types. In contrast, consumers exposed to Instagram influencer as the source conditions indicated higher corporate credibility and more positive attitude toward brand posts when exposed to the influencer-with-product conditions than when exposed to the product-only conditions. Consumers differently react to product placement on Instagram influencers’ accounts depending on whether the influencers are present versus absent. Consumers react negatively to influencers’ posts when they do not appear with the products they endorse. Parasocial interaction mediates the relationship between product/brand placement types and corporate credibility.

Original languageEnglish (US)
Pages (from-to)522-537
Number of pages16
JournalJournal of Brand Management
Volume26
Issue number5
DOIs
StatePublished - Sep 1 2019

Fingerprint

Product placement
Credibility
Experiment
Brand attitude
Interaction
Interaction effects
Source credibility
Placement
Expertise
Brand credibility
Analysis of variance
Trustworthiness
Factors

Keywords

  • Brand management on Instagram
  • Celebrity endorsement
  • Corporate credibility
  • Influencer marketing
  • Product/brand placement
  • Social media influencers

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Cite this

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title = "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”",
abstract = "An online experiment examined the effects of Instagram posts’ source types and product-placement types on brand attitude and credibility perception. A 2 (source: brand versus Instagram influencer) × 2 (product placement: product-only [explicit product placement] versus influencer-with-product [moderate product placement]) between-subjects factorial experiment (N = 304) tested the effects of the two manipulated factors on source credibility, corporate credibility, and attitude toward brand posts. Two-way ANOVAs indicate a main effect of source types on perceived trustworthiness and interaction effects of product-placement and source types on perceived expertise, corporate credibility, and attitude toward brand posts. Consumers exposed to brand as the source conditions indicated no difference in corporate credibility and brand attitude regardless of product-placement types. In contrast, consumers exposed to Instagram influencer as the source conditions indicated higher corporate credibility and more positive attitude toward brand posts when exposed to the influencer-with-product conditions than when exposed to the product-only conditions. Consumers differently react to product placement on Instagram influencers’ accounts depending on whether the influencers are present versus absent. Consumers react negatively to influencers’ posts when they do not appear with the products they endorse. Parasocial interaction mediates the relationship between product/brand placement types and corporate credibility.",
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Product placement 2.0 : “Do Brands Need Influencers, or Do Influencers Need Brands?”. / Jin, Seunga; Muqaddam, Aziz.

In: Journal of Brand Management, Vol. 26, No. 5, 01.09.2019, p. 522-537.

Research output: Contribution to journalArticle

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