Articlebronze2014

The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation

22 citations0/0 files storedInternational Journal of Social Science and Humanity

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This study examines the influence of product placement in television shows and movies toward consumer behavior.100 respondents from the Klang Valley, aged from 18 to 25 participated in this research.The methodology uses convenience sampling.The data analysis is done with the SPSS windows software.This study integrates the Theory of Reasoned Action to test five different hypotheses.The main findings show that beliefs of a person about product placement can affect the individual's attitude.In addition, normative norms have a significant relationship with subjective norms.Both attitude and subjective norms have a direct effect on purchase intention.Lastly, purchase intention will affect a person's consumer behavior.Some suggestions are given to advertisers and marketing researchers respectively.

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2006CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects 2010Understanding Attitudes Toward and Behaviors in Response to Product Placement 2006The Hidden History of Product Placement 201917. Advertising and Promotion 2009Product Placements 2012The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia 2011Compulsive Buying Behavior in College Students: The Mediating Role of Credit Card Misuse 2010The Product Well Placed

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2017ANALISIS AISAS MODEL TERHADAP PRODUCT PLACEMENT DALAM FILM INDONESIA Studi Kasus: Brand Kuliner di Film Ada Apa Dengan Cinta 2 2018Do low involved brands have better consumer perception due to product placement in emerging markets?

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