Abstract
In line with marketers' growing use of product placement on YouTube, this study investigates elements of YouTube product placement that can ultimately affect viewers' purchase intention based on the theory of reasoned action framework. Structural equation modeling of data collected from 355 usable respondents demonstrates that three core elements of YouTube product placement affect attitudes toward brands which, in turn, affect purchase intention: relevance of a brand to a YouTuber's content, trustworthiness of the YouTuber, and favorability of the community on the YouTuber channel. The study also provides implications for marketers based on the findings.
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