Title

College‐Aged Young Consumers' Interpretations of Product Placement in Social Games

Abstract

Purpose: The purpose of the study is to explore how college‐aged consumers perceive and interpret product placement in the context of social games.

Design/methodology/approach: The theoretical perspective guiding the study is phenomenology, and the essay assignment and in‐depth interviews were used to collect data.

Findings: The themes emerged from the current data regarding the participants' interpretations of product placement in social games are: freedom of choice; subtleness and unobtrusiveness; and connection to real world consumption.

Originality/value: No study to date has been designed to explore the product placement in social network sites (SNSs), especially in the context of social gaming. The study fills the research gap by exploring college‐aged consumers' interpretation of product placement in the context of social games.

Department(s)

Arts, Languages, and Philosophy

Keywords and Phrases

Product placement; Social networking sites; Social game; Phenomenology study; Product positioning; Young consumers

International Standard Serial Number (ISSN)

1747-3616

Document Type

Article - Journal

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2013 Emerald Publishing Limited, All rights reserved.

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