Bibliographic citations
Romero, A., (2021). La percepción de los espectadores de Marbella Vice sobre los valores de las marcas con product placement [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659000
Romero, A., La percepción de los espectadores de Marbella Vice sobre los valores de las marcas con product placement [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659000
@misc{renati/398515,
title = "La percepción de los espectadores de Marbella Vice sobre los valores de las marcas con product placement",
author = "Romero Cabanillas, Arlette Ximena",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Product placement in online video games has become more relevant in recent years, especially in GTA V roleplay video games, as it allows you to immerse yourself in a digital world and interact with various players. This particular interaction of the video game has positioned it as the favorite of the followers of the gamer environment, especially of the most popular streamers of Twitch platform, leading them to create their own roleplay server: Marbella Vice. In this virtual world, characters played by streamers interact with each other, but also interact with real-life brands. This fact causes an assimilation of the values of the brands to the characteristics of each character, altering their own narrative. The present work aims to recognize, through in-depth interviews, if the viewers of the most outstanding Hispanic streamers on Twitch manage to perceive the transfer of the values of the brands with product placement to the Marbella Vice characters, in order to create stimuli and increase the remembrance of your product or service in a younger audience than their target audience.
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