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Title:Vloga nadzora in prisotnosti pri učinkovitosti promocijskega umeščanja izdelkov v 360-stopinjskem videu glede na stopnjo potopitve in značilnosti blagovnih znamk : doktorska disertacija
Authors:ID Pavlič, Jani (Author)
ID Tomažič, Tina (Mentor) More about this mentor... New window
Files:.pdf DOK_Pavlic_Jani_2026.pdf (8,78 MB)
MD5: FCA94C8F307B8F376693918EE49F8FEA
 
Language:Slovenian
Work type:Doctoral dissertation
Typology:2.08 - Doctoral Dissertation
Organization:FERI - Faculty of Electrical Engineering and Computer Science
Abstract:Promocijsko umeščanje izdelkov je uveljavljena oblika oglaševanja v tradicionalnih medijih, ki pa se je razširila tudi na področje potopitvenih medijev. V tej doktorski disertaciji se osredotočamo na učinkovitost promocijskega umeščanja izdelkov v 360-stopinjskem videu, ki predstavlja pomembno, a pomanjkljivo raziskano področje. Disertacija je sestavljena iz treh povezanih delov z izvirnimi znanstvenimi prispevki. V študiji obsega smo sistematično pregledali raziskave promocijskega umeščanja izdelkov v različnih potopitvenih medijih. Izkazalo se je, da tehnološko relevantni koncepti igrajo pomembno vlogo pri oblikovanju komercialnih izidov. Na podlagi teh ugotovitev smo opredelili raziskovalno vrzel glede učinkovitosti promocijskega umeščanja izdelkov v 360-stopinjskem videu in predlagali konceptualni okvir za dve empirični raziskavi. V empirični raziskavi 1 smo proučili, kako dojeta prisotnost in nadzor v 360-stopinjskem videu vplivata na priklic blagovne znamke, prepoznavanje blagovne znamke, odnos do blagovne znamke in nakupno namero glede na dve različni stopnji potopitve. Po etični odobritvi smo izvedli eksperiment z načrtom med udeleženci in uporabili stratificiran vzorec študentov glede na področja študijskih programov. Udeleženci (n = 192) so bili izpostavljeni 360-stopinjskemu videu, pri čemer je bila manipulirana stopnja potopitve. Ciljne spremenljivke smo izmerili z uporabo kvantitativnega vprašalnika po ogledu videa. Rezultati so pokazali negativen učinek prisotnosti na priklic blagovne znamke pri visoki stopnji potopitve ter pozitivne povezave med odnosom do blagovne znamke in nakupno namero. Pokazali so se tudi pozitivni učinki prisotnosti in nadzora na odnos do blagovne znamke, vendar so bili rezultati odvisni tako od stopnje potopitve kot od blagovne znamke. Na podlagi teh rezultatov smo zasnovali drugo empirično raziskavo, pri kateri smo proučili učinke umeščanja pri visoki stopnji potopitve glede na značilnosti blagovnih znamk, in sicer izpostavljenost in poznanost blagovne znamke. V raziskavi smo tako uporabili enake postopke in stratificiran vzorec študentov (n = 102), a je bil eksperiment načrtovan znotraj udeležencev, pri čemer so bili vsi udeleženci izpostavljeni vsem pogojem, torej blagovnim znamkam, ki so se razlikovale po poznanosti in izpostavljenosti. Po ogledu 360 stopinjskega videa z umeščenimi blagovnimi znamkami glede na različne značilnosti le-teh so bili rezultati ocenjeni s kvantitativnim anketnim vprašalnikom. Analiza je razkrila pomembne razlike v učinkovitosti promocijskega umeščanja izdelkov glede na značilnosti blagovnih znamk. Splošno gledano so imele pri vseh spremenljivkah učinkovitosti prednost poznane blagovne znamke, medtem ko je izpostavljenost rezultirala v negativnem učinku na odnos do poznanih blagovnih znamk. Združen model vplivov prisotnosti in nadzora kaže na kompleksnost relacij, pri čemer enostavnost nadzora pozitivno vpliva na prepoznavanje in odnos do poznanih–izpostavljenih blagovnih znamk, medtem ko naravnost nadzora vpliva negativno na odnos do te kategorije značilnosti. Pri nepoznanih–neizpostavljenih blagovnih znamkah se prepoznavanje izboljša z bolj naravnim občutkom nadzora, medtem ko večja prisotnost ugodno vpliva na odnos do poznanih–neizpostavljenih blagovnih znamk. Ugotovitve poudarjajo pomembno vlogo tehnološko relevantnih konceptov za učinkovitost promocijskega umeščanja izdelkov v potopitvenih medijih. Teoretični prispevek se kaže predvsem v uvedbi prvega modela vplivov tehnološko relevantnih spremenljivk na učinkovitost promocijskega umeščanja izdelkov v 360-stopinjskem videu pri visoki stopnji potopitve glede na izpostavljenost in poznanost blagovne znamke. Razprava poleg modela učinkovitosti naslavlja še praktične in družbene implikacije, omejitve in usmeritve prihodnjih raziskav.
Keywords:promocijsko umeščanje izdelkov, potopitveni mediji, 360-stopinjski video, potopitev, prisotnost, nadzor, poznanost blagovne znamke, izpostavljenost blagovne znamke, priklic blagovne znamke, prepoznavanje blagovne znamke, odnos do blagovne znamke, nakupna namera
Place of publishing:Maribor
Place of performance:Maribor
Publisher:[J. Pavlič]
Year of publishing:2026
Number of pages:XVI, 200 str.
PID:20.500.12556/DKUM-96179 New window
UDC:659.113.7/.8:659.126(043.3)
COBISS.SI-ID:286948611 New window
Publication date in DKUM:03.08.2026
Views:245
Downloads:11
Metadata:XML DC-XML DC-RDF
Categories:KTFMB - FERI
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License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:08.12.2025

Secondary language

Language:English
Title:The role of control and presence in product placement effectiveness in 360-degree video regarding the immersion level and brand characteristics
Abstract:Product placement is a well‑established advertising practice in traditional media and has extended into immersive media. This doctoral dissertation focuses on the effectiveness of product placement in 360-degree video, an important yet under-researched area. The dissertation is organized into three related parts that contain original scientific contributions. In the scoping study, we systematically reviewed product placement research across different immersive media. Our findings indicate that technology-relevant concepts play an important role in shaping commercial outcomes. Building on these findings, we identified a research gap regarding product placement effectiveness in 360 degree video and proposed a conceptual framework for two empirical studies. Study 1 examined how perceived presence and perceived control in 360-degree video influence brand recall, brand recognition, brand attitude, and purchase intention across two levels of immersion. After receiving ethical approval, we conducted an experiment utilizing a between-subjects design and a stratified student sample organized by academic program. Respondents (n=192) were exposed to 360-degree video with the level of immersion manipulated. Target variables were measured with a quantitative questionnaire after viewing the video. Results showed a negative effect of presence on brand recall at a high level of immersion and strong positive relationships between brand attitude and purchase intention. Additional positive effects of presence and control on brand attitude were observed, although these effects depended on both the level of immersion and the brand. To build on these results, we proposed a second empirical study, examining the effects at a high level of immersion according to brand characteristics, namely brand prominence and brand familiarity. The study followed the same procedures and used a stratified student sample (n=102), but employed a within-subjects design, exposing participants to all conditions within a video—i.e., brands differing in familiarity and prominence. After watching a produced 360-degree video featuring placed brands with different characteristics, outcomes were measured with a quantitative questionnaire. The analysis revealed significant differences in the effectiveness of product placement depending on brand characteristics. In general, familiar brands demonstrated an advantage across all effectiveness variables, whereas brand prominence resulted in a negative effect on attitudes toward familiar brands. The combined model of presence and control effects highlights the complexity of these relationships: ease of control positively influences recognition and attitudes toward familiar-prominent brands, whereas control naturalness negatively affects attitudes toward this category. For unfamiliar-unprominent brands, recognition improves with a more natural sense of control, while higher presence positively influences attitudes toward familiar-prominent brands. The findings underscore the importance of technology-related variables for product placement effectiveness in immersive media. The main theoretical contribution lies in introducing the first model of how technology-related variables influence product placement effectiveness in 360-degree videos at a high immersion level. In addition to the model, the discussion addresses practical and social implications, limitations, and directions for future research.
Keywords:product placement, immersive media, 360-degree video, immersion, presence, control, brand familiarity, brand prominence, brand recall, brand recognition, brand attitude, purchase intention


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