Streamers, influencers y videojuegos: el efecto del product placement en el contenido gamer
Barra lateral del artículo
Contenido principal del artículo
Resumen
El product placement ha sido estudiado desde diferentes contextos, como por ejemplo en programas de televisión y películas, no obstante, su aplicación en redes sociales ha tenido derivaciones las cuales difieren consistentemente al emplazamiento de productos. Esta investigación tiene como objetivo determinar si la actitud hacia el influencer y su contenido influyen en el efecto del product placement del contenido de streamers en su audiencia. Para esto se desarrolló un estudio descriptivo de corte transversal, y no experimental en 491 hombres y mujeres de la ciudad de Bogotá, entre los 18 y 40 años quienes manifestaron ser visualizadores de contenido gamer en redes sociales y de seguir cuentas de streamers. Se hizo un análisis factorial confirmatorio, y a través del modelo de ecuaciones estructurales se probó la relación entre la actitud hacia el influencer y el efecto del product placement. Las conclusiones indican que el efecto del product placement en el contenido gamer tiene un alto nivel de influencia si la actitud hacia el influencer es positiva, adicionalmente que la relación entre la marca y el contenido también influyen en el efecto del product placement.
Descargas
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Citas
Ajzen, I. (2008). Consumer attitudes and behavior. In C. P. Haugtvedt, P. M. Herr, y F. R. Kardes (Eds.), Handbook of Consumer Psychology (pp. 525-548). Taylor & Francis Group and Lawrence Erlbaum Associates.
Álvarez Rodríguez, V. (2020a). Tipos de product placement: Una visión teórica. IROCAMM: International Review of Communication and Marketing Mix, 3(1), 7-22.
Álvarez Rodríguez, V. (2020b). Las narrativas expandidas a través del product placementinverso: el caso de las zapatillas NikeMAG. AdComunica, 189-210. https://doi.org/10.6035/2174-0992.2020.19.11
Balasubramanian, S., Patwardhan, H., Pillai, D., y Coker, K. (2014). Modeling attitude constructs in movie product placements. Journal of product & brand management, 23(7), 516-531. https://doi.org/10.1108/JPBM-04-2014-0552
Bowman, N. D., Rieger, D., y Lin, J. H. T. (2022). Social video gaming and well-being. Current Opinion in Psychology, 101316. https://doi.org/10.1016/j.copsyc.2022.101316
Chae, S. W., y Lee, S. H. (2022). Sharing emotion while spectating video game play: Exploring Twitch users' emotional change after the outbreak of the COVID-19 pandemic. Computers in human behavior, 131, 107211. https://doi.org/10.1016/j.chb.2022.107211
Charoenca, N., Kungskulniti, N., Hamann, S., y Mock, J. (2021). Uncovering Philip Morris International’s Fundamental Strategies for Product Placement in Thailand: Spotlighting Industry Penetration to Advance the Endgame. Asian Pacific Journal of Cancer Prevention: APJCP, 22(12), 3789. https://doi.org/10.31557/APJCP.2021.22.12.3789
Cho, E., y Kim, S. (2015). Cronbach’s coefficient alpha: Well known but poorly understood. Organizational research methods, 18(2), 207-230.
Church, E. M. (2022). The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers. Electronic Commerce Research, 1-26. https://doi.org/10.1007/s10660-022-09589-x
Cowan, K., y Ketron, S. (2019). A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity. Journal of Business Research, 100, 483-492. https://doi.org/10.1016/j.jbusres.2018.10.063
Cristancho-Triana, G. J., Cardozo-Morales, Y.C., y Camacho-Gómez, A. S. (2022). Tipos de centennials en la red social TikTok y su percepción hacia la publicidad. Revista CEA, 8(17), e1933. https://doi.org/10.22430/24223182.1933
Davtyan, D., Cunningham, I., y Tashchian, A. (2021). Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions. European Journal of Marketing, 55(2), 420-443. https://doi.org/10.1108/EJM-08-2019-0670
Demirel, E. Ü., y Yildiz, E. (2020). The effects of audience's attitudes on actor, character, movie and product placement on the brand attitude. Istanbul Business Research, 49(2), 339-359. https://doi.org/10.26650/ibr.2020.49.0013
Duhaime, V., Prom Tep, S., y Arcand, M. (2020). The Effectiveness of Implicit Brand Placement in Online Videogame Streaming Services: An Eye Tracking Study. Journal of Marketing Development & Competitiveness, 14(3).
Fornell, C., y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Ghosh, M. (2022). Product placement by social media homefluencers during new normal. South Asian Journal of Marketing, 3(1), 21-37. https://doi.org/10.1108/SAJM-05-2021-0069
Guo, F., Ye, G., Hudders, L., Lv, W., Li, M., y Duffy, V. G. (2019). Product placement in mass media: a review and bibliometric analysis. Journal of Advertising, 48(2), 215-231. https://doi.org/10.1080/00913367.2019.1567409
Hair, J., Sarstedt, M., Ringle, C. M. y Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.
Hu, L. T., y Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Ibáñez-Sánchez, S., Flavián, M., Casaló, L. V., y Belanche, D. (2022). Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 28(5), 469-486. https://doi.org/10.1080/13527266.2021.1929410
Jin, S. V., y Muqaddam, A. (2019). Product placement 2.0: “Do brands need influencers, or do influencers need brands?”. Journal of Brand Management, 26, 522-537. https://doi.org/10.1057/s41262-019-00151-z
Johnson, M. R., y Woodcock, J. (2019). The impacts of live streaming and Twitch. tv on the video game industry. Media, Culture & Society, 41(5), 670-688. https://doi.org/10.1177/0163443718818363
Jung, E., y Childs, M. (2020). Destination as product placement: An advertising strategy to impact beliefs and behavioral intentions. J. International Consumer Marketing, 32(3), 178-193. https://doi.org/10.1080/08961530.2019.1662355
Kakkar, A., y Nayak, K. (2019). Analysis of Product Placement in Web Series and its Influence on Consumer Buying Behavior. Global Journal of Management And Business Research, 19(E3), 21-27.
Kelly, S. J., y Van der Leij, D. (2021). A new frontier: alcohol sponsorship activation through esports. Marketing Intelligence & Planning, 39(4), 533-558. https://doi.org/10.1108/MIP-03-2020-0101
Kim, H. (2020). Unpacking unboxing video-viewing motivations: The uses and gratifications perspective and the mediating role of parasocial interaction on purchase intent. Journal of Interactive Advertising, 20(3), 196-208. https://doi.org/10.1080/15252019.2020.1828202
Kim, H. M., y Kim, M. (2022). Viewership motivations of live game streaming via over-the-top apps: measurement scale development and validation. International Journal of Human–Computer Interaction, 1-13. https://doi.org/10.1080/10447318.2022.2074644
Kim, M. (2021). Does playing a video game really result in improvements in psychological well-being in the era of COVID-19?. J. of Retailing and Consumer Services, 61, 102577. https://doi.org/10.1016/j.jretconser.2021.102577
King, D. L., Delfabbro, P. H., Billieux, J., y Potenza, M. N. (2020). Problematic online gaming and the COVID-19 pandemic. Journal of Behavioral Addictions, 9(2), 184-186. https://doi.org/10.1556/2006.2020.00016
Li, Y., Wang, C., y Liu, J. (2020). A systematic review of literature on user behavior in video game live streaming. Int. Journal of Environmental Research and Public Health, 17(9), 3328. https://doi.org/10.3390/ijerph17093328
Ongkrutraksa, W. (2022). Exploring Young Consumers’ Exposure, Attitude, and Behavioral Response to YouTube Video Game Streaming’s Product Placement. International Journal of Electronic Commerce Studies, 13(3), 45-68.
Parengkuan, V. J., Tulung, J. E., y Arie, F. V. (2020). Influence of product placement in movies and television programs towards brand recall of millennials. Journal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(1). https://ejournal.unsrat.ac.id/index.php/emba/article/view/28060
Piñeiro-Chousa, J., López-Cabarcos, M. Á., Pérez-Pico, A. M., y Caby, J. (2023). The influence of Twitch and sustainability on the stock returns of video game companies: Before and after COVID-19. Journal of Business Research, 157, 113620. https://doi.org/10.1016/j.jbusres.2022.113620
Rutter, R. N., Barnes, S. J., Roper, S., Nadeau, J., y Lettice, F. (2021). Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships. Industrial Management & Data Systems, 121(12), 2387-2410. https://doi.org/10.1108/IMDS-02-2021-0093
Sharma, S., y Bumb, A. (2022). Product placement in entertainment industry: a systematic review. Quarterly Review of Film and Video, 39(1), 103-119. https://doi.org/10.1080/10509208.2020.1811606
Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed., global edition). Pearson.
Torrano, J., y Flores, E. (2007). Factores determinantes de la actitud hacia el product placement. In El comportamiento de la empresa ante entornos dinámicos: XIX Congreso anual y XV Congreso Hispano Francés de AEDEM (p. 18). Asociación Española de Dirección y Economía de la Empresa (AEDEM).
Valenzuela-Fernández, L., Martínez-Troncoso, C., y Yáñez-Wieland, F. (2015). Influencia del placement sobre la memoria explícita e implícita de estudiantes universitarios. Comunicar, 22(44),169-176.
Wang, Y., Junming, L., y Fang, Y. (2022). The Sales Impact of Storytelling in Live Streaming E-Commerce. In Proceedings Digital and Mobile Commerce, ICIS, 2022.
Woodcock, J., y Johnson, M. R. (2021). Live streamers on Twitch. tv as social media influencers: Chances and challenges for strategic communication. In Social Media Influencers in Strategic Communication (pp. 88-102). Routledge.
Xu, X. Y., Luo, X. R., Wu, K., y Zhao, W. (2021). Exploring viewer participation in online video game streaming: A mixed-methods approach. International Journal of Information Management, 58, 102297. https://doi.org/10.1016/j.ijinfomgt.2020.102297
Zhao, Q., Chen, C. D., Cheng, H. W., y Wang, J. L. (2018). Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective. Telematics and Informatics, 35(2), 406-420. https://doi.org/10.1016/j.tele.2017.12.018