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Product placements in social settings: The impact of coviewing on the recall of placed brands

机译：社交环境中的产品展示位置：共同浏览对放置的品牌的召回的影响

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摘要

Product placements are often consumed in social settings. However, the product placement literature has yet to adequately incorporate social settings into its research agenda. This research adds to the product placement literature by examining the nature of the social setting based on the relationship between coviewers. Results from a multilevel modeling analysis of 254 dyads showed that coviewing settings with friends generated greater recall of placed brands than those with non-friends. This effect was especially strong in social settings that allowed for interaction between coviewers. In interactive coviewing settings, visually placed brands were better recalled among friends than non-friends; there was no significant difference in recall of audio and audio-visual brands between conditions. Additional analyses revealed that interactive coviewing settings with friends also resulted in greater recall of placed brands than solo viewing settings. Theoretical and managerial implications of findings on recall of placed brands in social settings are discussed.
机译：产品展示位置通常在社交环境中消费。然而，产品放置文献尚未将社会环境充分纳入其研究议程。这项研究通过基于共同观看者之间的关系来检查社会环境的本质，从而增加了产品放置文献。对254个二元组进行多层次建模分析的结果表明，与朋友一起共同查看设置会比与非朋友一起共同查看放置的品牌。在允许观众之间互动的社交环境中，这种效果尤其明显。在互动式共同浏览环境中，视觉上定位的品牌在朋友中的回想比非朋友更好。在不同条件下，音频和视听品牌的召回率没有显着差异。进一步的分析表明，与朋友的互动式共同观看设置比单独观看设置还可以使放置品牌的召回率更高。讨论了有关社会环境中放置的品牌的召回结果的理论和管理意义。

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