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

Year: 2014

Type: article

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.

Source: International Journal of Social Science and Humanity

DOI: 10.7763/ijssh.2014.v4.334

Authors: Liew Chee Kit, Elizabeth Lim Qui P’ng

Institution: Kuala Lumpur University of Science & Technology

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2331040941

FWCI: 3.205

Cites: 13

Cited by: 22

Related to: 10