Measuring impact of product placement

phys.org | 4/3/2019 | Staff
Matty123 (Posted by) Level 3
Researchers from Indiana University and Emory University published new research in the INFORMS journal Marketing Science (Editor's note: The source of this research is INFORMS), which reveals the impact of product placement in television programming. The findings indicate that prominent product placement embedded in television programming does have a net positive impact on online conversations and web traffic for the brand.

The study to be published in the June edition of the INFORMS journal Marketing Science is titled "Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic," and is authored by Beth Fossen of Indiana University, and David Schweidel of Emory University.

Researchers - Data - Product - Placements - Brands

The researchers analyzed data on 2,806 product placements for 99 brands that aired in the fall 2015 television season. To arrive at their conclusions, the researchers used two measures of engagement that manifest as online behaviors: the volume of online word-of-mouth mentioning of the brand; and the volume of traffic to the brand's website.

They found that product placement can be associated with increased online engagement, and that prominent placements are related to larger increases in online conversations on social...
(Excerpt) Read more at: phys.org
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