Huan Chen

Product Placement in Social Games: Consumer Experiences in China

A phenomenological study reveals the meanings of product placement in social games on social network sites (SNSs) among Chinese urban, white-collar professional users through an investigation of a newly launched SNS, Happy Network. In total, 26 face-to-face, in-depth interviews were conducted. Through inductive analysis, a theoretical model was proposed to catch the rich meanings of product placement in the context of an SNS. Specifically, the study reveals four interpretive themes regarding the meanings of product placements in an SNS: (1) embracing product placement in the SNS, (2) bridging virtual and real-world branding, (3) referencing the framework of product placement, and (4) influencing real-world consumption.

College-aged young consumers’ interpretation of Twitter and marketing information on Twitter

Purpose – The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter. Design/methodology/approach – The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data. Findings – Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun. Originality/value – The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous rese...

Product Placement in Top-Grossing Hollywood Movies: 2001–2012

ABSTRACT The study examines the nature and characteristics of product placement in U.S. top-grossing movies from a historical approach. Several important findings and trends are identified from the results. First, product placements are found to be prolific in U.S. top-grossing movies. Second, the product categories of automobile, electronic equipment, and media and entertainment enjoy the highest exposure in movies. Third, over years, the embedded brands appear more and more bold and salient in movies. Finally, variations are found among product placements in different types of movies and product categories.

“See Me or Not, I Am There”: Chinese White-Collar Moviegoers’ Interpretation of Product Placements in Chinese Commercial Movies

A phenomenology study reveals the lived meanings of product placement in Chinese commercial movies among Chinese urban, white-collar workers. In total, 50 in-depth interviews were conducted to collect data. Findings indicated the socially constructed meanings of product placement in the context of Chinese commercial movies are (1) referencing practices; (2) balancing activities; and (3) connecting product, movie, and audience.

The myth of big data: Chinese advertising practitioners’ perspective

ABSTRACT A qualitative study was conducted to explore Chinese advertising practitioners’ perceptions and interpretations of big data in the Chinese market. Twenty-two in-depth interviews were conducted to collect the data. Four overarching themes emerged regarding the interviewees’ perception of the Chinese advertising market, the definition of big data, the application of big data and the future development of big data. Based on the themes, a theoretical framework was developed to demonstrate big datas application and development in the Chinese market. Theoretical and practical implications were offered.

To See and to Be Seen: Chinese White-Collar Workers' Interpretation of Microblogging and Social Capital

In recent years, microblogging has gained enormous popularity in China, especially among urban professional workers. This phenomenological study investigates how white-collar workers in China experience microblogging and how they perceive the impact of microblogging on their lives. Twenty in-depth face-to-face interviews were conducted in Beijing and Qingdao with young white-collar professionals who are active users of Sina Weibo and Tencent Weibo. The analysis revealed that by engaging in microblogging activities workers can increase their social capital. In addition, the results suggested that through microblogs white-collar professional users can not only increase their social capital at the individual level but also enhance it at the collective level. The authors conclude that information sharing and social interaction enabled through microblogging platforms empower Chinese white-collar workers and strengthen their social capital. To See and to Be Seen: Chinese White-Collar Workers’ Interpretation of Microblogging and Social Capital

Smart Health Facilitator: Chinese Consumers’ Perceptions and Interpretations of Fitness Mobile Apps

A phenomenological study was conducted to explore how Chinese consumers perceive fitness mobile apps in their everyday lives. Twenty in-depth interviews were used to collect data. Findings suggested that the meanings of mobile fitness apps are multidimensional, dialectical, and multilayered. On the positive side, mobile fitness apps embody control, empowerment, and networked individualism which assist Chinese consumers in achieving their fitness goals, maintaining healthy lifestyles, and enhancing the quality of their lives. On the negative side, mobile fitness apps have a constraining effect, geographically and temporally speaking. Some participants even linked fitness app use to their feelings of loneliness. Practical implications were offered to mobile fitness app companies and health organizations.

Chinese Consumers’ Perception of Social Game: A Phenomenological Study

The current chapter examines the consumer meanings of social game among a non-student social group, that is, urban white-collar workers, in the unique cultural context of China. Specifically, the chapter reveals how urban white-collar professional users of Chinese social network sites experience, perceive, understand, and interpret different social games on the SNS by investigating a Chinese SNS: Happy Network (www.kaxin001.com). Some experts have claimed that the Happy Network is the best copy of Facebook, though it differs in two ways: First, Happy Network focuses on a different user group. The foundational users of Facebook are college students; the first users of Happy Network were urban, white-collar professionals. Second, Happy Network focuses on online games. During its early developmental stage, the most popular games were “Trading Friends” and “Parking War”. Similar to Facebook though, the site allows users to change their personal status, store and share photos and music, write and share blogs, exchange short messages, send gifts, test themselves, launch polls or reports, and so forth. These functions are activated through various modules embedded in the site, which are updated and added regularly.

Product Placement in Social Games: Qualitative Research Insights

Originality/value No study to date has been conducted to explore the product placement in social games in different cultural contexts. The study fills the research gap by exploring US college-aged consumers’ and Chinese white-collar consumers’ interpretations of product placements in the context of social games.