Research On Influencing Factors Of The Effect Of The Product-Placement On Internet And The Optimization Of Its Putting Decision

Society has entered the era of(mobile)Internet which greatly impacts people's life.Internet digital scene varies hugely from the traditional scene.In the former scene,traditional media are moving towards the Internet,and the new form of online advertising,product-placement on the internet(PPLI),has become a hot topic in the business and academic circles.The thesis is underpinned by the theories of persuasion,two-step flow of communication,and AIDMA,in the combined use of research methods supported by literature and qualitative research method,and it starts with the identification of influencing factors and action mechanism of PPLI effect to construct a conceptual model relating the effect of PPLI,namely the product placement forms,advertisement presentation modes,carrier attributes,and brand awareness.Moreover,thanks to the experimental method,related hypotheses of the conceptual model are verified,so that the influencing factors and action mechanism of PPLI effect are figured out.Furthermore,an optimized decision model of PPLI based on five types of online media commonly used in this field(i.e.online variety shows,network TV shows,online games,social media,and short videos)is proposed through Particle Swarm Optimization,and simulation data is provided for verification.On this basis,the following research conclusions are drawn:(1)The theoretical model framework of PPLI effect is proposed based on literature research and grounded theory.The results show that the influencing factors of PPLI effect include product placement forms(including prominent product placement and subtle product placement),advertising presentation mode(including dynamic video and static picture),carrier attributes(including convenience function attributes and psychological satisfaction attributes),and brand awareness(including high brand awareness and low brand awareness).In addition,the relationship among the variables is further explored based on data analysis,and the overall model is decomposed into two sub-models: 1.The theoretical model of "Product Placement Form/Advertising Presentation Mode,PPLI Effect and Brand Attitude" from the perspective of advertising placement means;2.The theoretical model of "Carrier Attribute,Brand Awareness and PPLI Effect" from the perspective of product attributes.(2)Theories of persuasion,two-step flow of communication,and AIDMA of consumer behavior are used in this thesis to test the research hypothesis proposed in the theoretical model.Specifically,a 2*2 cross grouping strategy(based on the product placement forms vs.advertisement presentation modes,carrier attributes vs.brand awareness)is employed on the empirical evidence of eight groups of experiments in two stages,separately verifying the direct,indirect,and regulating effects between different factors,such as the influence of the product placement forms and advertisement presentation modes on the effect of PPLI,the effect of PPLI on attitudes towards the brand,the impact of carrier attributes on the effect of PPLI,and the role of brand awareness mediating between carrier attributes and the effect of PPLI.The results indicate that firstly,the product placement forms have a significant impact on the effect of PPLI,especially in the case of prominent placement which is more conducive to leaving an ad recall on customers,earning their favor,and improving the click-through intention as compared with implicit placement forms.Secondly,advertisement presentation mode also plays a vital role in the effect of PPLI,wherein a dynamic video outmatches a static picture in delivering a strong visual impact,more conducive to leaving a deep ad recall on customers,earning their favor,and improving the click-through intention.Thirdly,placed products with the same attributes as carriers differ from those with disparate attributes in PPLI performance manifested by deeper browsing,longer time on each web location,and higher browsing ranking,while showing no significant difference in the positive response and click-through rate of PPLI.Fourthly,when the attribute of carriers is psychologically satisfying,higher brand awareness has a more significant impact on the effect of PPLI,making for a more positive response from customers,higher click-through rate,deeper browsing,longer time on each web location,and higher browsing ranking.Fifthly,the effect of PPLI makes a significant contribution to the credit and commitment of a brand but has no direct impact on purchase intention.(3)The referred media types and presentation modes on those media platforms are summarized from the perspective of actual development.The results suggest that at present,there are five types of network media product placement,namely,online variety shows,network TV shows,online games,social media,and short videos.Moreover,each online media has developed placement forms typical of its media attribute.Specifically,product placement in network variety shows is realized through voice and lines,images and props,and user's experience;in network TV shows,it relies on scenes,dialogues and plots;n online games,it will depend on scenes,props,and content;in the product placement in social media,it can be managed through the customized Microblog pages' background,keywords,Microblog topics,positioning function of We Chat,QR codes and content sharing on open platforms and We Chat Moments,while in shot videos,the placement will entail other dimensions,such as virtual goods used as "props","access to a trial version" and "scenes".A total of 18 ways to PPLI are concluded from the above five types of media.on this basis,this thesis proposes a multi-target decision model for the optimal media for PPLI with the placement cost(budget)as the premise,and the communication efficiency(including positive response,click-through rate,browsing depth,time on each web location,browsing ranking and other indicators)as the result,after analysis of the multi-dimensional factors influencing enterprises' decision on PPLI,wherein this model adopts Particle Swarm Optimization for solution and Matlab for programming.The simulation on the model with related data testifies to the feasibility of the model and algorithm.This research is of important theoretical significance and practical value.In terms of theoretical significance,firstly,the theoretical model of "Product Placement Forms,Advertisement Presentation Modes,Carrier Attribute,Brand Awareness,and PPLI Effect" is constructed,providing a new theoretical framework for the exploration of PPLI under the internet economy,and expanding the domain and scope of product placement research.Secondly,the thesis,based on the experiment tests,the internal relations are sorted out between the effect of PPLI and the product placement forms,advertisement presentation modes,and carrier attributes,as well as the pertinence of effect of PPLI to attitudes towards the brand,clarifying the moderating role of brand awareness between carrier attributes and the effect of PPLI.Thirdly,this thesis also proposes an optimized decision model for enterprises demanding PPLI,based on the quantitative analysis of five types of new media,i.e.,online variety shows,network TV shows,online games,social media,and short videos,which enriches the theoretical results of traditional advertising research on optimized decision-making,and provides theoretical support and practical guidance for enterprise's decisions on PPLI under the new trend.In terms of practical enlightenment,advertisers and enterprises should choose the appropriate product placement form based on the advertising purpose,use the dynamic advertising presentation mode to enhance the advertising effect,adopt the carrier attribute strategy consistent with the product attributes of the advertising target,and choose the carriers with high brand awareness as far as possible for PPLI collocation.Given the constraints of time,energy,and research design,this thesis still has some shortcomings.To make up for the lack of research,the author will focus on the relationship between the multiple forms,multi-product forms,involvement degree and subdivision popularity of advertising presentation and the effect of PPLI in the future.This thesis contains 60 charts,113 tables,and 206 cited references.