Streamers, influencers and video games: the effect of product placement on gamer content
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Product placement has been studied from different contexts, such as in television programs and movies, however, its application in social networks has had derivations that differ consistently from product placement. This research aims to determine whether the influencer’s attitude and content influence the product placement effect of streamers content in your audience. For this, a descriptive cross-sectional study was developed, and not experimental, in 491 men and women of the city of Bogotá, between 18 and 40 years of age who claimed to be visualizers of gamer content on social networks and follow streamers accounts. A confirmatory factor analysis was performed, and through the model of structural equations the relationship between attitude towards the influencer and the product placement effect was tested. The conclusions indicate that the effect of product placement on player content has a high level of influence if the attitude towards the influencer is positive, additionally that the relationship between the brand and the content also influence the effect of the product placement.
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