Research Article
The Impact of Product Placement on the Dissemination Effectiveness of Online Education: A Case Study of Science Popularization Short Videos on Bilibili.
@INPROCEEDINGS{10.4108/eai.13-10-2023.2341292, author={Junjie Shi}, title={The Impact of Product Placement on the Dissemination Effectiveness of Online Education: A Case Study of Science Popularization Short Videos on Bilibili.}, proceedings={Proceedings of the 3rd International Conference on New Media Development and Modernized Education, NMDME 2023, October 13--15, 2023, Xi’an, China}, publisher={EAI}, proceedings_a={NMDME}, year={2024}, month={1}, keywords={product placement; new media; elaboration likelihood model (elm); dissemination effectiveness}, doi={10.4108/eai.13-10-2023.2341292} }- Junjie Shi
Year: 2024
The Impact of Product Placement on the Dissemination Effectiveness of Online Education: A Case Study of Science Popularization Short Videos on Bilibili.
NMDME
EAI
DOI: 10.4108/eai.13-10-2023.2341292
Abstract
New media platforms, represented by Bilibili, have become important tools for disseminating science popularization short videos, which have also become important carriers for product placement. Based on the ELM model, this paper uses content analysis and regression analysis to analyze the dissemination effectiveness of product placement in 511 science popularization short videos on Bilibili. The study found that product placement significantly affects the dissemination effectiveness by enhancing the quality of video dissemination. Different forms of product placement have significant differences in their impact on dissemination effectiveness. It is suggested that creators should focus on the content of short videos, improve the smoothness and integrity of the integration between product placement and video content, in order to improve the dissemination effectiveness after product placement and achieve mutual benefits for users, creators, and brands.