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.

中文翻译：

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从对话参与的角度看产品在虚拟现实视频中的位置

摘要运用对话参与的理论框架，进行了两项研究来检查产品在虚拟现实（VR）视频中的位置。具体来说，研究1使用内容分析来调查YouTube上的VR电影，研究2应用现象学方法来探索年轻消费者对这种创新促销工具的反应。研究结果表明，虽然通常需要更大的交互性和动态性才能实现更高的参与度，但应在交互性，动态性，微妙性和突出性之间取得平衡，以弥合产品放置实践和受众认知之间的差距。