Su-Houn Liu, Chen-Huei Chou and Hsiu-Li Liao
– The purpose of this paper is to focus specifically on the examination of factors influencing the effectiveness of product placement in social media.
Abstract
Purpose
The purpose of this paper is to focus specifically on the examination of factors influencing the effectiveness of product placement in social media.
Design/methodology/approach
Two field experiments were used to test research models and questions. In each experiment, random sampling was used to assign volunteers into groups, controlled by different experimental settings. Questionnaires were distributed to the volunteers in order to collect their attitude toward advertisement, brand impression, and intention to click the advertisement. Their browsing behavior was measured by click through rate, browse depth, and browsing time.
Findings
The paper found that the effects of product placement conducts (product prominence and presentation) in social media are similar to the effects of product placement in other media. Also, a match between the vehicle and product would create deeper browsing depth and longer browsing time on the product web site. Product placement on a higher awareness vehicle would be more effective for marketing.
Originality/value
This study makes its contribution in understanding the effectiveness of product placement in social media on delivering a marketing message. The results further highlight the importance of “integrating” the product placement content with its context and its vehicle.
Details
Keywords
Shane Mathews, Keith J. Perks, Constanza Bianchi, Hsiu-Li Chen and Charmaine Glavas
The purpose of this study is to investigate how Internet capabilities influence international business relationships using the resource-based view and capabilities perspective…
Abstract
Purpose
The purpose of this study is to investigate how Internet capabilities influence international business relationships using the resource-based view and capabilities perspective. Many studies highlight the importance of the Internet in helping smaller firms internationalize. However, few studies actually test how this is happening. The central purpose of this research was to examine and test the impact of Internet capabilities on international information availability, international strategic orientation and international business relationships in a sample of small and medium-sized enterprises (SMEs) in Australia, Chile and Taiwan.
Design/methodology/approach
The study uses a structural equation modeling process so as to test the Internet capabilities on international business networks. The empirical research is based on an analysis of a sample of internationalizing SMEs in three export-intensive markets in Australia (215), Chile (204) and Taiwan (130) to test a conceptual model.
Findings
The results demonstrate that Internet capabilities have a distinct effect on the development of international business relationships for SMEs in the three countries. That is, Internet capabilities have a positive impact on a firm's international business relationships, but this varies across Australian and Taiwanese and Chilean SMEs.
Originality/value
These studies give empirical validation on the way in which smaller firms are using Internet capabilities for leveraging networks in internationalization and how this varies across countries. The results demonstrate that Internet capabilities have a distinct and positive impact on the development of international business relationships for SMEs in the three countries. However, there are specific differences between countries in how the Internet is being leveraged for the development of international business networks. Something currently not highlighted in the body of knowledge.