Product Implantation Design and Consumer Purchase Intention Analysis in Movies
Year: 2024
Type: article
Abstract: This article focuses on the relationship between film product implantation design and consumer purchase intention, exploring the impact of three implantation strategies: visual integration, narrative association, and role interaction on brand cognition, as well as the mechanisms of implantation significance, repetition, and situational consistency on purchase intention. Research has found that effective implant design can significantly enhance brand awareness and consumer purchase intention. The significance of implantation is nonlinearly related to purchase intention, and moderate repetition and high situational consistency enhance the implantation effect. These findings provide theoretical basis and practical guidance for optimizing film product implantation strategies.
Source: Arts Studies and Criticism
Author: Yayue Li
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403296352