The Effects of Product Placement and Television Drama Types on the Consumer Responses of College Students

Abstract

This study examines the influence of different types of restaurant product placements in various television dramas on consumer responses to the products. Two experiments were designed to test the hypotheses, and statistical results revealed that (1) when restaurant and TV drama characteristics are well matched, it results in creating a higher placement communication effect; and (2) urban romantic dramas that more closely mirror the characteristics of consumers' real lives achieve higher placement communication effects than mafia dramas. Finally, this research proposes that the plots of TV dramas must be relevant to consumers' daily lives, so that consumers relate to the content more easily. Consequently, the specific features of a TV drama's script must be considered when deciding within which show the product must be placed. The conclusions of this study have important implications for both scholars and industry specialists.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 10 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.