出版社：International Association for Computer Information Systems
摘要：Despite the burgeoning popularity of product placement as a marketing tool on the Internet, there is limited substantive empirical evidence regarding whether and how it is effective in impacting consumer responses. In this study, we try to answer the following two critical questions on conducting product placement marketing on the internet: First, in order to get the best result, should we choose the vehicle that its attribute is a match with the product that we intended to market. And, second, is the brand awareness of the vehicle has an impact on the effectiveness of the product placement marketing on the internet. Our findings indicated that: advertising through product placements on the internet can have the best result when the product attribute is match with the vehicle attribute. However, in order to get the best result, the internet marketers should choose the vehicle with higher customer awareness. We believe that this further highlights the importance of "integrating" your product placement advertising on the internet with the context and the vehicle.
关键词：Internet Advertising; Product Placement and Social Media
