Examining of the Relationship between Consumer Attitudes and Purchasing Behavior towards Product Placements Included in Social Media Videos

Abstract

This study aims to determine the effect of product placements in social media videos on purchasing behavior in Turkey. In the research, in which a mixed research method was followed, a questionnaire was chosen as the data collection technique, and in this questionnaire, there are questions about the product placement scale and the purchasing behavior scale as well as demographic expressions. The questionnaire, adapted according to the subject of the study, was applied to social media users over the age of 18 in Turkey, and 432 responses were received. The obtained data were analyzed using SPSS and Structural Equation Modeling (SEM) programs according to the hypotheses created about the research model. According to the results of the research, it is understood that only the awareness dimension of product placement has a statistically significant effect on purchasing behavior. In addition, the effect of the ethics, attitude, and control sub-dimensions of the product placement scale on awareness, which is another sub-dimension, was also examined and it was understood that only the control sub-dimension had a statistically significant effect on the awareness sub-dimension.