Product Placement Research Articles

INFLUENCE OF VISUAL MERCHANDISING ON KIDS IMPULSE BUYING BEHAVIOUR - PERSPECTIVE OF PARENTS

This research explores the impact of visual merchandising on childrens impulse buying behavior within retail environments. With a growing emphasis on marketing to children, understanding the role of visual cues in shaping their purchasing decisions is crucial for both retailers and parents. The study employs a mixed-methods approach, combining observational analysis of childrens reactions to visual stimuli in-store with surveys administered to parents to gauge the extent of impulse buying. The research aims to identify specific visual merchandising elements, such as color schemes, product placement, and interactive displays, which significantly influence childrens impulsive purchasing tendencies. Additionally, the study examines demographic factors, such as age and gender, to assess variations in the susceptibility to visual merchandising techniques. Insights gained from this research can contribute to the development of ethical guidelines for marketing to children and help retailers create environments that balance engaging displays with responsible consumer practices. Ultimately, this research contributes to a broader understanding of the intricate relationship between visual merchandising and childrens impulse buying behavior, providing practical implications for both industry stakeholders and policymakers. KEY WORDS: Visual Merchandising, Window Display, Floor Display, Promotional Signage, Mannequin Display

Unlocking the neural mechanisms of consumer loan evaluations: an fNIRS and ML-based consumer neuroscience study.

This study conducts a comprehensive exploration of the neurocognitive processes underlying consumer credit decision-making using cutting-edge techniques from neuroscience and machine learning (ML). Employing functional Near-Infrared Spectroscopy (fNIRS), the research examines the hemodynamic responses of participants while evaluating diverse credit offers. The experimental phase of this study investigates the hemodynamic responses collected from 39 healthy participants with respect to different loan offers. This study integrates fNIRS data with advanced ML algorithms, specifically Extreme Gradient Boosting, CatBoost, Extra Tree Classifier, and Light Gradient Boosted Machine, to predict participants' credit decisions based on prefrontal cortex (PFC) activation patterns. Findings reveal distinctive PFC regions correlating with credit behaviors, including the dorsolateral prefrontal cortex (dlPFC) associated with strategic decision-making, the orbitofrontal cortex (OFC) linked to emotional valuations, and the ventromedial prefrontal cortex (vmPFC) reflecting brand integration and reward processing. Notably, the right dorsomedial prefrontal cortex (dmPFC) and the right vmPFC contribute to positive credit preferences. This interdisciplinary approach bridges neuroscience, machine learning and finance, offering unprecedented insights into the neural mechanisms guiding financial choices regarding different loan offers. The study's predictive model holds promise for refining financial services and illuminating human financial behavior within the burgeoning field of neurofinance. The work exemplifies the potential of interdisciplinary research to enhance our understanding of human financial decision-making.

A Retrospective Analysis of Safety in Participants Treated with a Hybrid Hyaluronic Acid and Calcium Hydroxyapatite Filler.

Limited long-term safety data are published on HA/CaHA/L, a hybrid dermal filler combining hyaluronic acid (HA), calcium hydroxyapatite (CaHA), and lidocaine (L). This retrospective multicenter study assessed treatment-emergent adverse events (TEAEs) in adults treated with HA/CaHA/L. The full analysis set (FAS) included eligible consented adults (N = 403); the long-term safety analysis (LTSA) set included FAS participants with greater than or equal to 12-months HA/CaHA/L exposure (n = 243). Participants were majority female (94.0%), with Fitzpatrick skin phototypes II/III (80.1%) and a mean age of 50.1 years. Most participants (86.4%) received one HA/CaHA/L treatment. The median time between participants' first HA/CaHA/L treatment and chart review was 15.4 months. Participants received a mean of 2.2 mL (0.5-8.9 mL) filler per treatment. Treated areas were predominantly malar (71.2%) and mandible (69.7%) regions. Most participants (95.0%) had one or more aesthetic treatments other than HA/CaHA/L [eg, other dermal fillers (84.1%), botulinum toxin (63.3%)]. Nineteen (4.7%) FAS participants had 20 documented TEAEs; most (3.5%, n = 14 participants) were mild in severity. Twelve TEAEs in 11 participants (2.7%) were related to HA/CaHA/L: induration (three, 0.7%), edema (3, 0.7%), and implant site nodules (five, 1.2%), which were noninflammatory and likely related to product placement. Among the LTSA, 15 (6.2%) participants had 16 documented TEAEs (six edema, five implant site nodules, one inflammation, three skin induration, one hypersensitivity); most were mild in severity. Nine TEAEs in eight participants (3.3%) were HA/CaHA/L-related. No treatment-emergent serious AEs were reported. The data from this noninterventional retrospective study support the favorable longer term (>12 month) safety profile of HA/CaHA/L.

Cross-sectional study of the associations between the implementation of the WHO FCTC tobacco advertising, promotion and sponsorship bans and current e-cigarette use among youth from countries with different income levels

BackgroundThe WHO Framework Convention on Tobacco Control (WHO FCTC) Article 13 requires countries to ban tobacco advertising, promotion and sponsorship (TAPS), and bans are recommended to cover electronic cigarettes (e-cigarettes)....

The Effectiveness of Influencer Marketing in Promoting Sustainable Lifestyles and Consumer Behaviours

Influencer marketing is a kind of marketing across social media platforms involving endorsements, recommendations, support, and product placement from influencers. Influencers are usually people online that have a large following on social media and use this identity to influence the opinions and behaviours of their audience. Influencer marketing is a powerful tool to reach the people in this generation, and that can also be used to promote sustainable lifestyles and consumer behaviour. Influencers have the potential and effectiveness to alter consumer mindsets. When influencers promote sustainable products and practices, they can reach a large audience and positively impact the environment. Although the effectiveness of influencer marketing depends on some factors including the credibility and trustworthiness of the influencer, the content of the message given by them, and the target audience, the impact nevertheless is huge. This study uses a survey questionnaire to gather data on 200 consumers in India. The primary responses were collected all over India using a structured questionnaire consisting of questions to understand consumer behaviour, sustainability, and the role of an influencer marketer. It examines influencer marketing exposure, purchase behaviour, and brand perception. The review of literature for this topic focuses on the impact of influencer marketing on sustainable lifestyles and consumer behaviour between 2000-2023. There are certain challenges and ethical implications concerning influencer marketing that are explored in the paper, along with people's responses and acceptability towards a sustainable lifestyle. The empirical study also focused on the effectiveness of influencer marketing in promoting sustainable lifestyles and consumer behaviours. Influencer marketing can be a valuable tool for promoting sustainable lifestyles and consumer behaviour in this generation. Incorporating influencer marketing as a tool has two faces and it is essential to understand both aspects.

Food and non-alcoholic beverage marketing via Fortnite streamers on Twitch: A content analysis

Food and non-alcoholic beverage (hereafter: food) marketing is prevalent in digital media and predominantly for foods high in fats, salt and/or sugar (HFSS). However, little is known about food marketing in videogame livestreaming platforms - a hybridisation of social and gaming media where individuals can watch influencers (i.e., streamers) play videogames. No studies have explored food cues within the streamed content or content likely to be viewed by adolescents. The current study analysed the food cues in Twitch (the leading videogame livestreaming platform) videos (n = 52, 52h) uploaded to the platform during October 2020–September 2021 by influencers likely to be popular with adolescents. Food cues (n = 133, 2.56 per hour) were coded for exposure (e.g., display type, healthfulness) and power (e.g., presentation) using a World Health Organization (WHO) protocol and the UK Nutrient Profile Model. The majority (70.7%) of cues were HFSS, with energy drinks being the most featured food category (62.4%). Most cues were branded (80.5%) and featured as either product placement (44.4%) or a looping image (40.6%). Influencers were more likely to consume healthy (88.5%) than HFSS items (33.4%). The mean duration of each food cue was 20 min and 25 s per hour. Only 2.3% of cues had an advertising disclosure. This study provides the first empirical assessment of food cues on Twitch in livestreamed content likely to be popular with adolescents and has implications for digital food marketing policy development.

The Analysis of Product Placement on Brand Awareness and Brand Attitude of Kopiko Candy in Season 2 of Taxi Driver Korean Drama

This research is conducted to analyze brand awareness and brand attitude of Kopiko candy affected by product placement of Kopiko product in the second season of Taxi Driver. There are three variables used in this research. Product placement was used as independent variable, while brand awareness and brand attitude acted as dependent variables. 181 respondents were chosen by purposive sampling method using specific criteria. Questionnaire as data collecting tools was filled by respondents from google form link sent by researcher. Data analysis method used was Structural Equation Modeling (SEM) with AMOS 24 as the tools. Results show that product placement of Kopiko candy impacts significantly towards both brand awareness and brand attitude of Kopiko brand. Meanwhile, brand awareness does not give significant effect towards brand attitude, hence it fails to act as mediator variable in this research.

Meme marketing effectiveness: A moderated-mediation model

Underpinned by brand placement literature, associative network theory, and narrative transportation theory, this research examines how meme marketing types (brand prominent and brand subtle) create immersive consumer experiences through narrative transportation and the moderating effects of consumer brand knowledge, meme literacy, and linguistic characteristics (i.e., pronouns) on meme marketing effectiveness. Study 1 (N = 300) confirms that brand prominent meme marketing generates more favourable consumer outcomes (attitude towards ad, customer engagement) and narrative transportation compared to brand subtle meme marketing. Additionally, Study 1 examines the moderating effects of consumer brand knowledge and the mediating role of narrative transportation. Study 2 (N = 300) validates the findings of Study 1 and assesses the mediating role of narrative transportation between brand prominent meme marketing (vs. brand subtle) and outcomes among consumers with varying meme literacy. Brand prominent meme marketing yields profound consumer outcomes and narrative transportation, especially with low brand knowledge. Study 3 (N = 253) confirms the results of Studies 1 and 2 and further introduces a novel linguistic moderator, examining the use of first-person and second-person pronouns within the meme marketing content using a different product category. This study uncovers the influence of second-person pronouns on intensifying narrative transportation. Empirical evidence supports all three moderated mediation models. Overall, this study adds to the knowledge on meme marketing and provides useful insights for designing and targeting effective meme marketing campaigns.

Exploring the Depths of Market Basket Analysis: A Comprehensive Guide to Transaction Analysis with FP-Growth and Apriori Algorithms

This research investigates the role of data science in understanding customer behavior and enhancing sales, focusing specifically on the application of Apriori and FP-Growth Algorithms at a retail store, Deli Point, in Labuan Bajo. It illuminates the impact of 'rubbish data' on transactional data analysis, emphasizing the need for robust data cleaning procedures to ensure accurate results. Utilizing the faster FP-Growth Algorithm, the study effectively analyzed customer purchasing patterns to identify optimal product combinations for sales improvement. It discovered that 'parsley local' and 'mint flores' items had the highest support with a value of 0.036, indicating that strategic placement of these items together could enhance sales. The rule between chicken leg bone, orange sunkist, and chicken breast boneless was found to have a high confidence value and a lift value higher than 1, implying a higher potential for these items to be sold when positioned near each other. This study contributes to understanding consumer behavior and provides insights for enhancing sales and competitiveness in the retail industry. An association rule involving 'chicken leg bone’, 'orange sunkist', and 'chicken breast boneless' demonstrated high confidence and a lift value above one, suggesting significant sales potential when these items are grouped together. This study not only contributes valuable insights into retail consumer behavior and effective product placement strategies but also underscores the transformative role of data science in optimizing sales and boosting competitiveness in the retail sector.

Research on Demographic Segmentation and Marketing Strategies for Young PeopleBased on the Case Study of Coca-Cola

Coca-Cola has always been passionate about effectively reaching and engaging more customers. As one of the worlds largest producers of non-alcoholic drinks, Coca-Colas robust, innovative, and transformative demographic segmentation and marketing strategy are the primary factors that have contributed to the companys business success with young people and helped it grow sustainably across the globe and around the clock. Coca-Cola always keeps improving to meet the needs of everyone in the world. Although the demographic segmentation by age, affordability, and gender is already specific, clear, and direct, certain actions must be taken to address the new concerns of todays teenagers healthy lifestyle change and sugar-free tendency based on the marketing strategy of product, pricing, and promotion, including its vintage bottle, classic font, specialized logo, localized positioning, and social media. Coca-Cola should also make more efforts to create new solutions, for example, availability of sugar-free products, communication with customers, product placement, and package size reduction, to meet the rising challenges of the changing beliefs of youngsters globally.

Presenting a Paradigmatic Model for Brand Placement in the Cinema Industry Using a Grounded Theory Approach

Objective: The primary aim of this research is to present a paradigmatic model for brand placement in the Iranian cinema industry using a grounded theory approach. Methodology: This study is applied in purpose and descriptive-exploratory in nature, employing a mixed-methods approach. In the qualitative section, 28 experts from the fields of marketing and the cinema industry were selected using non-probability snowball sampling, and semi-structured, in-depth interviews were conducted with them. In the quantitative section, 384 master's and doctoral students in business management and participants in open managerial courses were selected through convenience sampling, and data were collected via questionnaires. For data analysis, grounded theory was used in the qualitative section, and structural equation modeling was employed in the quantitative section. Findings: The qualitative findings revealed that 85 concepts, 31 subcategories, and 12 main categories were identified within the paradigmatic model. These categories include causal conditions (factors related to the film, audience, and brand), the central phenomenon (brand placement), strategies (branding strategy and audience strategy), intervening conditions (facilitators and inhibitors), contextual conditions (related to the film and audience), and consequences (for film producers and brand owners). The results of the confirmatory factor analysis also confirmed the validity of the research model with a good fit. Conclusion: The results indicate that brand placement in the Iranian cinema industry can create mutual value for both brand owners and cinema industry practitioners. Enhancing the effectiveness of brand placement requires attention to factors related to the film, audience, and brand, as well as the formulation of appropriate branding and audience-focused strategies. Marketing managers and film producers should pay special attention to the alignment between the brand and film content, the use of appropriate execution techniques, and engaging active audience interaction.

Prospects for using product placement technology in games and metaverses

The article discusses the concept of product placement and metaverses, presents cases of using product placement in games and metaverses, and considers prospects for the development of technology in the virtual world. It is shown that consumers of different ages perceive placement technologies and the “invasion” of brands quite favorably, being ready to buy exactly those goods and use exactly those services that have found approval from a particular hero. The author demonstrates that currently, there is a rapid development of metaverses — virtual spaces where people can interact with each other and digital objects through their avatars via virtual reality technologies, and considers these technologies as necessary tools in the field of economics.

Analysis of Changes in Customers’ Market Basket Across Different Branches of a Chain Store Using Association Rules Technique and Its Impact on Product Placement: A Case Study of a Chain Store in Various Areas of Tehran

Analysis of Changes in Customers’ Market Basket Across Different Branches of a Chain Store Using Association Rules Technique and Its Impact on Product Placement: A Case Study of a Chain Store in Various Areas of Tehran

Assessing Vodka Authenticity and Origin in Vietnam's Market: An Analytical Approach Using FTIR and ICP-MS with Multivariate Statistics.

Vodka constitutes a significant sector of Vietnam's alcohol industry, including both domestic and imported varieties. However, this diversity faces challenges from illegal imports and adulterated products, threatening consumer health and brand integrity. This study employs Fourier transform infrared spectroscopy (FTIR) and inductively coupled plasma mass spectrometry (ICP-MS) to analyze 300 vodka samples from five brands collected across Hanoi. Significant variations were found in elemental compositions, with sodium concentrations ranging from 205.67 μg/L to 1269.24 μg/L and magnesium levels from 65.57 μg/L to 1453.34 μg/L. Principal Component Analysis (PCA) of the FTIR and ICP-MS data effectively differentiated the samples, with the first two principal components explaining 84.78% and 73.02% of the total variance, respectively. The PCA plots revealed distinct chemical profiles, notably isolating Rocket Vodka. These findings enhance food safety enforcement, protect consumer rights, and preserve brand reputations. The study underscores the importance of advanced analytical tools in combating beverage adulteration, ensuring public health, and maintaining market integrity, offering a replicable model for similar research in other regions.

Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy

Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy

Impact of Product Placement of Movies on Consumers Buying Behaviour

Impact of Product Placement of Movies on Consumers Buying Behaviour

VISUAL MERCHANDISE'S MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR IN THE RETAIL SECTOR IN PUNE

VISUAL MERCHANDISE'S MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR IN THE RETAIL SECTOR IN PUNE

The Social Media Influencers and Consumer Purchasing Intentions among Social Media Users

Social media influencer marketing encompasses the promotion of products or services involving product placement and endorsements from influencers. Influencers use their social media platforms to share videos, content, or images to shape consumers’ perceptions of various offerings. In this regard, this study examines how the trustworthiness and attractiveness of social media influencers influence consumers’ intentions to purchase different brands. The data were collected from 112 respondents residing in Tokha, Kathmandu, using a structured questionnaire distributed through convenient sampling. This research investigates the connection between influencers and consumer purchasing behaviour by employing descriptive, relational, and causal research designs. The results indicate a significant relationship between trustworthiness, attractiveness, and consumer purchasing intentions.

넷플릭스와 아마존 사례연구에서 나타난 스트리밍 커머스의 편의성, 유희성, 상호작용성

Background/Objectives: This study explores the intricate dynamics of convemence, playfulness, and interactivity of streaming commerce, as exemplified by the prominent platforms such as Netflix and Amazon. The study strategically examined two emblematic cases, namely, Netflix's “Get Organized with the Home Edit” and Amazon's “Making the Cut.”
 Methods: Through a systematic approach based on Yin' s (2017) methodology, the study unfolded in three discernible stages according to established research protocols. Starting with a meticulous literature review, this study laid the groundwork for establishing propositions underpinning the essence of convenience, playfulness, and interactivity within s treaming commerce. Subsequently, to dissect the nuances of the selected cases, a meticulous case analysis was conducted, thereby providing a holistic understanding of their operational mechanisms. Finally, interpretations were drawn, juxtaposing the findi ngs with rival explanations to strengthen the robustness of the derived propositions.
 Results: Both cases showcased a s trategic focus on elevating shopping convenience by leveraging multifaceted channels, effectively immersing consumers in engaging playful content, and employing compelling storytelling strategies to maintain las ting interest in the showcased products. Furthermore, this study emphasized these platforms' pivotal role in fostering greater interaction among consumers while fostering communal bonds. A critical aspect of this study was the meticulous consideration and subsequent dismissal of rival explanations that posited the cases as mere products of product placement or indirect advertising. This rigorous examination and rejection of alternative interpretations solidified the credibility and authenticity of the derived propositions.
 Conclusion/Implications: This study enriches the field of streaming commerce by uncovering the key aspects of convenience, playfulness, and interactivity. Moreover, it establishes a robust methodology for future case studies and offers actionable insights to improve consumer engagement in streaming commerce.

The Effect of Perceived Value and Emotional Valence on Product Placement: A Study of Pot-Based Short Video

Plot-based short videos account for the main proportion of short video data and occupy the top position in the overall placement of short videos of product placement. Based on the Persuasiveness Model and Planned Behavior Theory, this article studies the impact of informative perceived value and emotional valence on the effectiveness of plot-based short videos of product placement. The research results indicate that plot based short videos convey better positive emotions than advertisements with negative emotions, and highly informative plot-based short videos have better advertising effects than low informative ones.