When James Bond shows off his Omega: does product placement affect its media host?

2015 ◽  
Vol 49 (9/10) ◽  
pp. 1666-1685 ◽  
Author(s):  
Andre Marchand ◽  
Thorsten Hennig-Thurau ◽  
Sabine Best
Keyword(s):  
Product Placement ◽  
Short Film ◽  
Limited Attention ◽  
Content Type ◽  
James Bond ◽  
Brand Evaluations ◽  
Product Placements ◽  
Custom Made ◽  
The Media ◽  
The Impact

Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. A post hoc experiment confirms that even very low levels of placement prominence can worsen host brand evaluations. Originality/value – This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.

The effect of product placements on the evaluation of movies

2016 ◽  
Vol 50 (3/4) ◽  
pp. 530-549 ◽  
Author(s):  
Jeffrey Meyer ◽  
Reo Song ◽  
Kyoungnam Ha
Keyword(s):  
Generalized Method Of Moments ◽  
Secondary Data ◽  
Product Placement ◽  
Independent Films ◽  
Content Type ◽  
Product Placements ◽  
Consumption Experience ◽  
Variable Approach ◽  
The Media ◽  
The Relationship

Purpose When advertising is provided in the form of product placements – the inclusion of branded products within media programming – it can increase or decrease the consumer’s utility. This paper aims to investigate the relationship between product placements and the evaluation of media programming by consumers. The authors hypothesize that consumers do not necessarily consider them as traditional advertising because placements of real brands can enhance realism even if placements sometimes interrupt consumption experience. Thus, the authors believe the relationship between product placements and consumer evaluation is overall positive. However, too many product placements in a single program may reverse this relationship. In addition, the relationship might differ based on the nature of programming, such as art versus entertainment films. Design/methodology/approach Empirical analyses were conducted on 134 movies released between 2000 and 2007 using a generalized method of moments instrumental variable approach. Findings The estimation results from product placement data on 134 movies released between 2000 and 2007 show that product placements have a significant positive effect on consumer ratings, but when used in excess, the effect becomes negative. In addition, a significant interaction exists between the nature of the film (mainstream vs independent) and the number of placements, such that consumers of independent films are much less likely to view product placements positively. Originality/value This research is the first empirical paper that demonstrates the effect of product placements on the evaluation of the media using secondary data.

The More Control, the Better?

2014 ◽  
Vol 26 (2) ◽  
pp. 81-91 ◽  
Author(s):  
Jeeyun Oh ◽  
Mun-Young Chung ◽  
Sangyong Han
Keyword(s):  
Mixed Design ◽  
Negative Effects ◽  
Story Structure ◽  
Content Type ◽  
High User ◽  
User Control ◽  
Rigorous Research ◽  
Control Versus ◽  
The Media ◽  
The Impact

Despite of the popularity of interactive movie trailers, rigorous research on one of the most apparent features of these interfaces – the level of user control – has been scarce. This study explored the effects of user control on users’ immersion and enjoyment of the movie trailers, moderated by the content type. We conducted a 2 (high user control versus low user control) × 2 (drama film trailer versus documentary film trailer) mixed-design factorial experiment. The results showed that the level of user control over movie trailer interfaces decreased users’ immersion when the trailer had an element of traditional story structure, such as a drama film trailer. Participants in the high user control condition answered that they were less fascinated with, absorbed in, focused on, mentally involved with, and emotionally affected by the movie trailer than participants in the low user control condition only with the drama movie trailer. The negative effects of user control on the level of immersion for the drama trailer translated into users’ enjoyment. The impact of user control over interfaces on immersion and enjoyment varies depending on the nature of the media content, which suggests a possible trade-off between the level of user control and entertainment outcomes.

Impact of values on the learning approaches of Chinese construction students in Hong Kong

2014 ◽  
Vol 21 (5) ◽  
pp. 481-504 ◽  
Author(s):  
Mei-yung Leung ◽  
Chen Dongyu ◽  
Anita M.M. Liu
Keyword(s):  
Hong Kong ◽  
Interpersonal Relationships ◽  
Personal Values ◽  
Value Systems ◽  
Limited Attention ◽  
Learning Approaches ◽  
Personal Integrity ◽  
Content Type ◽  
Learning Behaviours ◽  
The Impact

Purpose – The purpose of this paper is to explore the influence of personal values on students’ learning behaviours. Hong Kong construction students are often criticized, by both practitioners and educators, as rote learners. To improve students’ learning processes, extensive research on a variety of aspects of construction education has been conducted. However, limited attention has been paid to the influence of personal values on students’ learning behaviours. The impact of personal value factors on the learning approaches of Chinese construction students in Hong Kong is investigated. Design/methodology/approach – A questionnaire survey was conducted to ethically Chinese construction students in four universities in Hong Kong. A total of 820 questionnaires were distributed and 431 valid returns were collected. Findings – The survey identified six influential values (namely, personal integrity, conservatism, determination, discipline, interpersonal relationships, and achievement), and shows that students who emphasize the virtues of personal integrity, determination, and a positive attitude toward achievement are better able to handle their interpersonal relationships, which will eventually lead them to engage in deep learning. Originality/value – Work to develop appropriate value systems is thus recommended in freshmen courses, as is the use of cooperative learning approaches. Such value systems will have a long-term influence on the learning approaches of construction students.

The impact of media sentiments on IPO underpricing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vikas Gupta ◽  
Shveta Singh ◽  
Surendra S. Yadav
Keyword(s):  
Initial Public Offerings ◽  
Investment Strategy ◽  
Ipo Underpricing ◽  
Content Type ◽  
Ipo Performance ◽  
Post Market ◽  
The Media ◽  
Sentiment Score ◽  
The Impact

Purpose In initial public offerings (IPOs), the media plays a pivotal role by disseminating the information to the investors who generally lack the expertise to understand the information through the prospectus. Thus, media coverage can impact the investment decision of the investors and the IPO performance. Media typically covers the IPO before listing, suggesting that it may play an important role in explaining the opening price rather than the closing price on the day of listing. Therefore, this study aims to disaggregate the traditional IPO underpricing into three categories: voluntary, pre-market and post-market and provides a comparative analysis of the media sentiments impact on the traditional and disaggregated IPO underpricing. The authors’ disaggregated IPO underpricing analysis will facilitate the investors in making an effective investment strategy based on media sentiments. Design/methodology/approach The study deploys sentiment analysis using bags of n (2) grams approach to gauge the sentiments on 2,891 media articles and uses “robust-regression” technique to analyze them on a sample of 222 Indian IPOs during 2009–2018. Findings The study reports that the sentiment score is positively related to the traditional underpricing; the sentiment score is positively associated with the pre-market underpricing and does not have any significant relationship with the post-market underpricing; the number of media articles does not play a significant role in explaining the IPO underpricing. The findings highlight the presence of a semi-strong form of efficiency in the Indian IPO market. Originality/value Existing literature focuses that the role of media on IPO performance is based on the developed countries. IPO laws differ based on the countries. For instance, in India, investors can check the demand by the other categories of investors on a real-time basis. Thus, it is interesting to study whether, with such a high level of transparency, media can explain IPO performance in the Indian market. Media generally covers IPO before listing; therefore, the present study disaggregates the IPO underpricing to evaluate the role of media on the primary and secondary market separately. It will help the investors to decide when to enter and exit the market.

scholarly journals An adaptive media strategy for influencing crowd behaviour

2019 ◽  
Vol 2 (1) ◽  
pp. 56-76 ◽  
Author(s):  
Rasha Hassan ◽  
Yasser Ibrahim
Keyword(s):  
Management Strategy ◽  
Media Management ◽  
Content Type ◽  
Agent Based ◽  
Crowd Dynamics ◽  
Political Beliefs ◽  
The Media ◽  
Smart Media ◽  
The Impact ◽  
Crowd Formation

Purpose Media has always been used as a key manipulator of public agendas, political beliefs and individuals’ attitudes. The purpose of this study is to investigate the impact of three adaptive media strategies on the pattern and dynamics of potential crowds. Design/methodology/approach An agent-based approach is used to simulate the three adaptive media strategies on the pattern and dynamics of potential crowds. During the experiments, the media broadcast is intensified to gather momentum for crowd movements or is lessened to maintain the budget. Findings The results show that a slight change in the media management strategy could lead to a radical different impact on the crowd dynamics. The results also show that a quite smart media strategy could outperform a strategy with an unlimited budget. Finally, the structure of the society shows a significant influence on the crowd dynamics than it could be inferred. Originality/value The model presents an explanatory toolkit for the crowd complexity. The results provide deep insights into the crowd formation and a basis for understanding the influence of media and the impact of its strategies on the crowd dynamics.

Changing trend in reading habits of teenagers in Delhi

2014 ◽  
Vol 63 (1/2) ◽  
pp. 125-137 ◽  
Author(s):  
Paramjeet Kaur Walia ◽  
Nitu Sinha
Keyword(s):  
Information Technology ◽  
Digital Media ◽  
Paradigm Shift ◽  
Strategic Change ◽  
Social Benefit ◽  
Reading Habits ◽  
Content Type ◽  
Rapid Changes ◽  
The Media ◽  
The Impact

Purpose – The purpose of this study was to attempt to answer some plausible questions like what do teenagers prefer to read at leisure, how do they read and why do they read? With the rapid changes in information technology, there is tremendous change in means of communication. Today, much more information is available from electronic and digital media as compared to traditional books. A paradigm shift in information delivery from just information to infotainment has also affected the preferences of the information seekers. Teenagers are a demographic group under transition and they are not untouched by these rapid changes in technology and their impact on their reading preferences. Design/methodology/approach – For this purpose, a survey among 223 school-going (public/convent and government-/aided) teenagers aged between 12 and 18 years was done using a semi-structured questionnaire. Findings – The findings revealed a decline in sports and outdoor recreational activities during leisure, and only 20.6 per cent teenagers preferred reading during leisure. However, self-perception as an avid reader was expressed by majority (53.8 per cent). Fictions were liked by > 75 per cent teenagers; however, non-fictions were also liked by majority (61.8 per cent). The reading preferences of the children were found to be affected by their age, their gender and the type of schools they attended. A significant inverse relationship of television watching and movie-going was observed with reading time. Research limitations/implications – The biggest limitation was inability to directly interact with the students and inability to gather data from more schools. Practical implications – By knowing the current reading trends, leisure time habits and exposure to different means of information technology, the choice of medium for knowledge dispersal could be done. The study would help in providing a basis for a strategic change in the ratio of conventional books and other information media in the library. Social implications – By identifying the media exposure time and popularity, proper steps may be taken in order to enrich the particular media and to ensure that quality of information available on the media can be directed for social benefit in large. Originality/value – The impact of demographic and environmental variables on reading habits of teenagers has not been evaluated in this part of the world, especially in view of the paradigm shift in information technology and the growing influence of electronic media and social networking. An understanding of this mutual relationship would help in modifying the reading behaviour of the teenagers.

scholarly journals Postgraduate work-based learning: a qualitative study

2019 ◽  
Vol 9 (4) ◽  
pp. 637-649
Author(s):  
Victoria Stewart ◽  
Matthew Campbell ◽  
Sara S. McMillan ◽  
Amanda J. Wheeler
Keyword(s):  
Qualitative Study ◽  
Lived Experience ◽  
Professional Practice ◽  
Phenomenological Approach ◽  
Learning Opportunities ◽  
Limited Attention ◽  
Content Type ◽  
Postgraduate Students ◽  
Interpretative Phenomenological Approach ◽  
The Impact

Purpose The purpose of this paper is to explore the experiences of students and teachers who had participated in a postgraduate work-based praxis course within a Master of mental health practice qualification. Design/methodology/approach This qualitative study used an interpretative phenomenological approach to understand the lived experience of students and course convenors participating in a work-based praxis course. Seven students and two convenors were recruited. Interview and reflective portfolio data were analysed thematically. Findings The main themes identified were the importance of planning, the value of partnerships, the significance of learning in the workplace and how the facilitation of work-based learning differs from coursework. Originality/value Work-based learning within postgraduate coursework qualifications can support higher-level learning, knowledge and skills has received limited attention in the literature. This study supported the value of providing postgraduate students with work-based learning opportunities, resulting in the application of new or advanced skills, within their existing work roles. This study is important, because it provides insights into the student experience of postgraduate work-based learning and the impact of this learning on professional practice.

scholarly journals Climate risk perception and media framing

2019 ◽  
Vol 55 (2) ◽  
pp. 247-262
Author(s):  
Renata Peregrino de Brito ◽  
Priscila Laczynski de Souza Miguel ◽  
Susana Carla Farias Pereira
Keyword(s):  
Climate Change ◽  
Risk Management ◽  
Supply Chain ◽  
Private Sector ◽  
Media Coverage ◽  
Extreme Weather Events ◽  
Adaptation To Climate Change ◽  
Content Type ◽  
The Media ◽  
The Impact

Purpose This study aims to analyze the media coverage of the impact of extreme weather events (EWE) and related risk management activities in Brazil. Design/methodology/approach Using a documentary analysis, the authors examined the media coverage of droughts and floods from 2003 to 2013 with concomitant official reports. Findings The results indicate that although media coverage conveys the direct impact of floods and droughts on society, it underemphasizes the importance of risk management activities. Moreover, the private sector rarely engages in risk management and mitigation activities, despite the documented supply chain disruptions. Research limitations/implications This study focuses solely on media coverage as provided by wide-circulation newspaper in Brazil and would benefit by being extended to all media platforms. Practical implications The results highlight the need for private sector involvement in risk management activities to facilitate the adaptation to climate change. Social implications The study reveals the deficiency of existing reports and lack of awareness regarding EWE. Originality/value The study contributes by focusing on climate awareness and how society can adapt to climate change, as well as how businesses can improve supply chain operations to facilitate smoother risk management.

A crisis of consumers’ trust in scientists and its influence on consumer attitude toward genetically modified foods

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haiyan Deng ◽  
Ruifa Hu
Keyword(s):  
Genetically Modified ◽  
The Internet ◽  
Chinese Consumers ◽  
Content Type ◽  
Gm Foods ◽  
The Media ◽  
The Government ◽  
The Impact ◽  
Biotech Products ◽  
Gm Technology

Purpose The purpose of this paper is to examine Chinese consumers’ attitudes toward genetically modified (GM) foods and the impact that consumers’ trust in different actors – GM scientists, non-GM scientists or individuals, the government and the media, has on their attitudes. Design/methodology/approach Consumers in Beijing were surveyed about their attitudes toward GM foods and their trust in different actors. The surveys were conducted from June to July of 2015. The sample size is 1,460 people. Given the potential endogeneity of trust variable, bivariate probit models are employed to estimate the impact of trust in different actors on consumers’ attitudes. Findings The results show that 55 percent of the Chinese consumers are opposed to GM foods and nearly 60 percent do not trust GM scientists. In total, 42 percent of Chinese consumers trust in the government and 39 percent trust the non-GM scientists or individuals. Around 35 percent of consumers believe the misinformation on GM technology that were provided by the media. Trust in the GM scientists and trust in the government have a significant positive impact on consumers’ acceptance of GM foods while trust in the non-GM scientists or individuals and believing the misinformation have a significant negative effect on the acceptance. Nearly 70 percent of Chinese consumers acquired information about GM food safety from the internet or via WeChat. Consumers who acquired GM technology information from the internet or via WeChat are less likely to embrace GM foods than those who obtain information from other sources. Originality/value Consumer trust plays a crucial role to accept biotech products in the market and it is crucial for producers, policy makers and consumers to have faith in new biotech products. The results of this study suggest that the government and GM scientists should make more effort to gain the trust and support of consumers, while the media should provide objective reports on GM products based on scientific evidence.

scholarly journals Low cost digital fabrication approach for thumb orthoses

2017 ◽  
Vol 23 (6) ◽  
pp. 1020-1031 ◽  
Author(s):  
Miguel Fernandez-Vicente ◽  
Ana Escario Chust ◽  
Andres Conejero
Keyword(s):  
3D Printing ◽  
Computer Aided Design ◽  
Low Cost ◽  
Three Dimensional ◽  
Recovery Process ◽  
Digital Fabrication ◽  
Cost Comparison ◽  
Content Type ◽  
Custom Made ◽  
The Impact

Purpose The purpose of this paper is to describe a novel design workflow for the digital fabrication of custom-made orthoses (CMIO). It is intended to provide an easier process for clinical practitioners and orthotic technicians alike. It further functions to reduce the dependency of the operators’ abilities and skills. Design/methodology/approach The technical assessment covers low-cost three-dimensional (3D) scanning, free computer-aided design (CAD) software, and desktop 3D printing and acetone vapour finishing. To analyse its viability, a cost comparison was carried out between the proposed workflow and the traditional CMIO manufacture method. Findings The results show that the proposed workflow is a technically feasible and cost-effective solution to improve upon the traditional process of design and manufacture of custom-made static trapeziometacarpal (TMC) orthoses. Further studies are needed for ensuring a clinically feasible approach and for estimating the efficacy of the method for the recovery process in patients. Social implications The feasibility of the process increases the impact of the study, as the great accessibility to this type of 3D printers makes the digital fabrication method easier to be adopted by operators. Originality/value Although some research has been conducted on digital fabrication of CMIO, few studies have investigated the use of desktop 3D printing in any systematic way. This study provides a first step in the exploration of a new design workflow using low-cost digital fabrication tools combined with non-manual finishing.

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