Product Placement in Virtual Reality Videos from the Perspective of Dialogic Engagement

Abstract Two studies were conducted to examine product placement in virtual reality (VR) videos using the theoretical framework of dialogic engagement. Specifically, Study 1 used content analysis to investigate VR films on YouTube, and Study 2 applied a phenomenological approach to explore young consumers’ responses to this innovative promotional tool. Findings revealed that while, in general, greater interactivity and dynamicity are more desirable to achieve a higher level of engagement, a balance between interactivity, dynamicity, subtlety, and prominence should be achieved to bridge the gap between product placement practices and audience’s perceptions.

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