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class="html not-front not-logged-in no-sidebars page-node page-node- page-node-344 node-type-paper atr-7.x-3.x atv-7.x-3.1 site-name-jecr section-node color-scheme-custom pixture-reloaded bs-n bb-h mb-fa mbp-l rc-0"> <div id="skip-link" class="nocontent"> <a href="#main-content" class="element-invisible element-focusable">Skip to main content</a> </div> <div class="texture-overlay"> <div id="page" class="container page snc-n snw-n sna-l sns-n ssc-n ssw-n ssa-l sss-n btc-n btw-b bta-l bts-n ntc-n ntw-b nta-l nts-n ctc-n ctw-b cta-l cts-n ptc-n ptw-b pta-l pts-n"> <header id="header" class="clearfix" role="banner"> <div class="header-inner clearfix">  <div id="branding" class="branding-elements clearfix">  <div class="h-group" id="name-and-slogan"> <h1 id="site-name"><a href="/" title="Home page">JECR</a></h1> <p id="site-slogan">Journal of Electronic Commerce Research</p> </div> </div> </div> </header>  <div id="menu-bar" class="nav clearfix"><nav id="block-system-main-menu" class="block block-system block-menu menu-wrapper menu-bar-wrapper clearfix odd first last block-count-1 block-region-menu-bar block-main-menu" role="navigation"> <h2 class="element-invisible block-title">Main menu</h2> <ul class="menu clearfix"><li class="first leaf menu-depth-1 menu-item-218"><a href="/">Home</a></li><li class="leaf menu-depth-1 menu-item-1309"><a href="/node/721">Current Issue</a></li><li class="leaf menu-depth-1 menu-item-433"><a href="/previous-issue" title="">Previous Issue</a></li><li class="leaf menu-depth-1 menu-item-434"><a href="/special" title="">Special Issue</a></li><li class="last leaf menu-depth-1 menu-item-735"><a href="/node/324">Submission</a></li></ul> </nav></div>    <div id="columns"> <div class="columns-inner clearfix"> <div id="content-column"> <div class="content-inner"> <section id="main-content" role="main"> <header id="main-content-header" class="clearfix"> <h1 id="page-title">Consumer Responses To Brands Placed In Youtube Movies: The Effect Of Prominence And Endorser Expertise</h1> </header> <div id="content"> <div id="block-system-main" class="block block-system no-title odd first last block-count-2 block-region-content block-main" > <article id="node-344" class="node node-paper node-promoted article odd node-full ia-n clearfix" about="/node/344" typeof="sioc:Item foaf:Document" role="article"> <div class="node-content"> <section class="field field-name-field-paper-auth field-type-text field-label-inline clearfix view-mode-full"><h2 class="field-label">Author: </h2><div class="field-items"><div class="field-item even">Yann Verhellen</div><div class="field-item odd">Nathalie Dens</div><div class="field-item even">Nathalie Dens</div></div></section><section class="field field-name-field-paper-abstract field-type-text-long field-label-above view-mode-full"><h2 class="field-label">Abstract: </h2><div class="field-items"><div class="field-item even">Despite the vast growth of web 2.0., academic research has not kept pace with the development of advertising techniques for user-generated content. The present study is, to the best of our knowledge, the first to investigate the effects of brand placement techniques in user-generated content. Using a 2x2 full-factorial between-subjects design with self-produced videos posted on a major social media platform (YouTube), we investigate the effects of prominence (how conspicuously the brand is used or mentioned), celebrity endorser expertise (celebrity expert versus amateur) and their interaction on brand recognition and purchase intention of brands that appear in the video. While the prominence of one brand was manipulated, we also tested the effects on both the manipulated brand and the other brands that subtly appeared in the video. We further study the moderating role of video liking on these relationships using associative network theory and the Persuasion Knowledge Model. The results indicate a strong positive effect of brand placement prominence on brand recognition of both the manipulated brand and a subtly placed complementary brand (a brand that is explicitly used together with the manipulated brand). A prominent endorsement by a celebrity expert enhances the purchase intention of the focal brand compared to a subtle endorsement. This effect is stronger for viewers who strongly liked the video than for viewers who liked the video less. Although our study is limited to only one platform and content type, our results are of importance to practitioners who are interested in integrating their brands in online content. The study aims to advance both the theoretical and practical knowledge of brand placement effects by studying the effects of different placement characteristics and brands in a user-generated content setting.</div></div></section><section class="field field-name-field-paper-key-word field-type-taxonomy-term-reference field-label-inline clearfix view-mode-full"><h2 class="field-label">Key Word: </h2><ul class="field-items"><li class="field-item even"><a href="/taxonomy/term/749" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Brand placement</a></li><li class="field-item odd"><a href="/taxonomy/term/750" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">User generated content</a></li><li class="field-item even"><a href="/taxonomy/term/751" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Prominence</a></li><li class="field-item odd"><a href="/taxonomy/term/752" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Celebrity expert endorsement</a></li></ul></section><section class="field field-name-field-issue-published-date field-type-datetime field-label-inline clearfix view-mode-full"><h2 class="field-label">Published Date: </h2><div class="field-items"><div class="field-item even"><span class="date-display-single" property="dc:date" datatype="xsd:dateTime" content="2013-11-01T00:00:00+08:00">November, 2013</span></div></div></section><section class="field field-name-field-paper-full-file field-type-file field-label-above view-mode-full"><h2 class="field-label">Full File: </h2><div class="field-items"><div class="field-item even"><span class="file"><img class="file-icon" alt="PDF icon" title="application/pdf" src="/modules/file/icons/application-pdf.png" /> <a href="http://www.jecr.org/sites/default/files/14_4_p01.pdf" type="application/pdf; length=357979" title="14_4_p01.pdf">Consumer Responses To Brands Placed In Youtube Movies: The Effect Of Prominence And Endorser Expertise</a></span></div></div></section> </div> <span property="dc:title" content="Consumer Responses To Brands Placed In Youtube Movies: The Effect Of Prominence And Endorser Expertise" class="rdf-meta element-hidden"></span></article> </div> </div>  </section>  </div> </div>  </div> </div>   <footer id="footer" class="clearfix" role="contentinfo"> <div id="footer-inner" class="clearfix"> <div class="region region-footer"><div class="region-inner clearfix"><div id="block-block-2" class="block block-block no-title odd first last block-count-3 block-region-footer block-2" ><div class="block-inner clearfix"> <div class="block-content content"><p class="rtecenter">JOURNAL OF ELECTRONIC COMMERCE RESEARCH</p> <p class="rtecenter">College of Business &nbsp- &nbspCalifornia State University Long Beach </p> <p class="rtecenter">1250 Bellflower Blvd, Long Beach, CA 90840</p> <br> <p class="rtecenter">Hosted & Printed by College of Commerce, National Chengchi University</p> <p class="rtecenter">64, Sec. 2, ZhiNan Rd., Taipei, Taiwan 11605</p> </div> </div></div></div></div> <p class="attribute-creator"><small class="attribution">Premium Drupal Theme by <a href="http://adaptivethemes.com">Adaptivethemes.com</a></small></p> </div> </footer> </div>  </div>  </body> </html>