Product Placement Research Articles

Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention

The purpose of this study aims (1) Investigate the role of the item constructs access to information, labelling and peer pressure, sense of retribution, and circular economy perception on green individuals feelings; (2) Evaluate the role of green business orientation and product quality on perceived of green marketing strategic orientation through the second-order analysis test. As a design methodology we involved 178 respondents at Starbucks outlets in Makassar City, Indonesia, with purposive random sampling. The analysis was conducted through a second-order analysis approach to test the variable constructs and through direct and indirect testing by involving attitude towards green marketing and brand integrity as intervening variables. The result of this study shows all items have a significant role in shaping the perceived of green marketing strategic orientation and green individuals feelings through the second-order analysis approach. Direct test showed a positive and significant effect except in the relationship between perceived of green promotion and innovation and brand integrity. Indirect test shows that the relationship between perceived of green marketing strategic orientation, perceived of green promotion and innovation, and purchase intention with attitude towards green marketing as an intervening variable is not significant. Similarly, the relationship between green individuals feelings, purchase intention, brand integrity, and perceived of green promotion and innovation as intervening variables is also not significant.

Product Placement Dalam Serial Drama Korea (Analisis Isi Kualitatif terhadap Evaluasi Atribut Product Placement Kopiko dalam Drama Korea Vincenzo)

This study aims to analyze the implementation of Kopiko product placement in the Korean drama "Vincenzo" through Russell's (2002) dimensions of product placement, while evaluating the associated attributes of Kopiko brand placement within it. Considering the attributes of Entertainment, Informativeness, and Discomfort as outlined by Ducoffe (1996), the study adopts a qualitative approach with a constructivist paradigm, utilizing content analysis as the research method. The units of analysis include episodes 14, 15, 17, and 19 of the drama "Vincenzo". The analysis results indicate that the product placement strategy successfully optimizes visual, entertainment, and informative attributes in each episode. Aligning product messages with the storyline is crucial to maintaining narrative integrity without disrupting the viewer's experience. For instance, dialogues promoting the consumption of Kopiko candies in specific scenes demonstrate effective alignment between product messaging and narrative context. The informative attribute of product placement is also demonstrated effectively, particularly in episode 19 where information about Kopiko's product advantages is conveyed through dialogue, providing added value to viewers with relevant product information aligned with product placement attributes. Nevertheless, there is a risk of discomfort from product placement if the integration of the product within the storyline is inadequate. This study underscores the importance of considering product integration with a consistent narrative to avoid disruptions to the viewer's experience.

담배 제품의 간접광고 금지와 WTO 규정과의 일치성 검토

Purpose: This paper examines whether the ban on indirect tobacco advertising is a potential legal issue under the relevant WTO agreements and explores interpretative solutions. Research design, data, and methodology: In a strict sense, prohibiting brand extension and partnership can be judged as a violation of Articles 15.1 and 15.4 of the Intellectual Property Rights Agreement on Trademark Registration Obligations (hereinafter referred to as the TRIPS Agreement). On the other hand, with Article 20 of the TRIPS Agreement and Article III:4 of the GATT, this study reviewed many aspects of consistency with the provisions of the GATS and TBT agreements. Results: Particular attention should be paid to legal issues related to regional trade agreements (Mega-FTA and investment treaties) or the constitutions of individual countries (freedom of expression), including Korea, and additional legal foundations must be established. Conclusions: This paper finds that governments face fewer legal challenges based on WTO-related trade rules than legal challenges based on regional trade agreements or domestic constitutions. A review of the relevant international trade rules of the WTO does not appear to pose the greatest obstacle to member countries adopting a ban on product placement for tobacco products.

Analisis Kualitas Pelayanan Terhadap Kepuasan Konsumen di CV. Mubarokfood Cipta Delicia

Mubarokfood is a company producing typical food products, namely jenang and dodol. Facilitated with the modern-type market, Mubarokfood does not only eager to sell the products but also provides convenience for the customer while roaming around the showroom. Yet, the improvement process should be performed continuously. Especially after the earlier observation discovered some dissatisfactions among customers, including the lack of employee resposinveness in serving, lack of trolly. According to the mentioned dilemma, an assessment of the quality service and its improvements are required. A combination of servqual and Importance Performance Analysis (IPA) method were implemented within the study to asses the service quality level perceived by the customer. A questionnaire containing 5 dimensions, namely Tangible, Reliability, Responsiveness, Assurance and Emphaty, with detailed 25 service attributes were distributed among 100 respondents. The servqual method found out that the 5 dimensions have overall negative value while the IPA method discovered that the product placement procedure should be improved to ease the visitors, employee responsiveness improvement is required. Finally, the study suggested to initiate an intensive employee training related to the customer service and product knowledge for marketing. Also, a noticeable product label could be set on top of the layout

The Perceived Effect of Product Placement on the Purchase Behavior of Generations X, Y, and Z in Calamba, Laguna

The primary objective of this study is to accomplish research and establish a body of knowledge that can serve as a basis for enhanced product placement strategies/advertisements in Calamba, Laguna, which is considered to be a place where a lot of businesses operate; and may it be a big or small enterprises. In particular, this study aims to (1) determine the perception of Generation X, Y, and Z in Product Placement in Calamba, Laguna in terms of Attention, Interpretation, and Recall. (2) find out the perception of Generation X, Y, and Z in Purchase Behavior in Calamba, Laguna in terms of Attitude, Subjective Norms, Perceived Behavioral Control, and Intention. Lastly, (3) ascertain if there is a significant effect between Product Placement on the Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna. The research design that was used in this study is Quantitative-Descriptive Causal; this type of research design attempts to establish a connection between the dependent and independent variables that can answer the research problem. In this study, there were three hundred eighty-four (384) respondents from Generation X, Y, and Z who live in Calamba, Laguna. Statistical treatment applied to the data of the overall research study includes mean and standard deviation for determining the perception of Generation X, Y, and Z in Product Placement and in Purchase Behavior in Calamba, Laguna, and simple linear regression that is used to know if there is a significant effect between product placement and the purchase behavior of Generation X, Y, and Z in Calamba, Laguna. Findings revealed that the overall response for the Perception of Product Placement of Generation X, Y, and Z in Calamba, Laguna are all concluded as strongly agreed. It means that Product Placement has a strong impact on their ability to remember a product; thus, this strengthens the effectiveness of product placement in reaching and connecting with Generation X, Y, and Z audiences. In addition, the study also shows a positive overall response for the Perception of Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna; this means that the respondents have a positive attitude towards the product and it is considered to be an advantage for affecting purchase behavior across the three generations. The study shows that product placement has a significant effect and also has a positive impact on the purchase decision of Generation X, Y, and Z. Thus, there is a significant effect between Product Placement on the Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna.

Blockbuster Branding--Exploring the Impact of Product Placement on Consumer Behavior in American Cinema

Blockbuster Branding--Exploring the Impact of Product Placement on Consumer Behavior in American Cinema

Financing of Rural Tourism in Romania, Serbia and Montenegro in the Period of Integration into the European Union

Abstract Rural tourism, viewed from the aspect of agricultural farms, provides additional income, enables the creation of new jobs, but also provides a market for the placement of agricultural products. Adequate sources of financing are needed, which would enable the development of this activity, significant for agricultural farms, the local rural economy, but also for the entire country. In the section dedicated to relevant sources from the literature, the views of the cited authors point to the conclusion that the growth of rural tourism requires a strategy, which should be interdisciplinary, as well as adequate means of financing. The purpose of the paper is to present the sources of financing rural tourism in the period of integration into the European Union (pre-accession period) in Romania, Serbia and Montenegro. The pre-accession period for EU membership is still ongoing in Serbia and Montenegro, so the final effects of these funds will only be seen in the future. To answer the research question formulated: "How do the sources and methods of financing rural tourism vary in Romania, Serbia, and Montenegro during the period of integration into the European Union, and what is the impact of these differences on the development and sustainability of rural tourism in each country?", the authors use descriptive and desk research method, like us, methods of analysis and synthesis. The authors suggest that Romania has effectively utilized EU pre-accession financial tools to foster growth in this sector, indicating that its approach could serve as a model for Serbia and Montenegro.

Is Sustainable Consumption a Sufficient Motivator for Consumers to Adopt Meat Alternatives? A Consumer Perspective on Plant-Based, Cell-Culture-Derived, and Insect-Based Alternatives.

This study investigates consumer preference and acceptance of three meat alternatives-plant-based, lab-grown, and insect-based-as sustainable choices to meet the demands of a growing population and evolving food systems. Insights were gathered from European consumers regarding their perceptions and consumption patterns using a mixed-methods approach. The approach employed a questionnaire followed by focus group discussions conducted in Slovenia and the UK to understand the motivations and barriers behind their responses. The UK and Slovenia were chosen as they provided the highest response rates to the questionnaire and they have differing legislation. The results show that plant-based alternatives are the most familiar and accepted option, while lab-grown meat and insect-based products are less familiar and have lower acceptance rates. Moreover, they show that although sustainability factors are important to consumers, they are not their only concern; health and nutrition are the primary motivators for choosing meat alternatives. These are followed closely by sensory appeal, pricing, and a preference for natural, minimally processed options. Based on insights from the focus groups, strategies to overcome the barriers to the acceptance of meat alternatives should include targeted product categorisation and placement, educational campaigns, effective use of media, and greater transparency in product information.

A Study Analyzing Instagram Reels as a Powerful Marketing tool

Within the dynamic realm of digital marketing, Instagram Reels have become a potent instrument for brands to enthral viewers and accomplish their goals. In order to better understand how effective Instagram Reels are as a marketing tool, this study looks at how much they can raise brand exposure, engagement, and eventually conversions.…….. . . . The study examines the salient characteristics of Reels that enhance its marketing efficacy, such as its focus on concise and captivating video content and the extensive user base of the platform. This study explores how organizations might use interactive components included in Reels, including as polls and quizzes, to encourage audience engagement and motivate desired behaviours. Additionally, the study investigates Reels' potential for organic reach by looking at how the algorithm gives interesting Reels priority and exposes them to a larger audience. The study also examines the effects of sponsored Reels and branded content on brand integration inside the Reels format, acknowledging the growing trend in these areas. , By breaking down these components, the study hopes to offer insightful information about how companies may use Instagram Reels as a potent marketing tool to engage with their target demographic, foster brand loyalty, and succeed in the cutthroat world of digital marketing. Keywords: Instagram reels, Marketing, Consumer Behaviour, Instagram, Short Videos.

A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis

Product placement, also known as brand placement, has become a practice, in forms of media such as movies, music, games, cartoons and even social media. By increasing brand visibility and creating a sense of credibility for consumers it offers an avenue for advertising that doesn't feel like marketing. In this research study we have utilized methodologies to analyze the framework of the research field and the specific issue at hand by employing VoSViewer software. Our analysis focuses on a sample of 409 documents published between 1995 and 2023. The objective is to provide indicators including publication trends, citation patterns, notable authors, influential journals, and significant keywords. Additionally, we explore the reach of product placement research by examining its dispersion. This study contributes to both understanding and practical knowledge about product placements impact on consumer behavior brand management practices and social media platforms. Lastly. Importantly we emphasize the considerations that should be considered when implementing product placement as a marketing strategy, for any company.

Swipe, Watch, Buy: Unraveling the Power of Product Placement in Short Videos on Youth Impulse Purchasing

Drawing from the Stimulus-Organism-Response (S-O-R) model, this research aims to assess the dynamic impact of short-video product placement on the impulse buying behavior of young consumers. A structured survey was administered to a sample of 328 young consumers, aged between 18 and 30, who regularly engage with short video content on platforms like TikTok, Instagram, and Reels. The findings reveal that product relevance significantly enhances enjoyment, thereby improving engagement with narratives that incorporate product placements seamlessly. Emotional appeal in content markedly increases this enjoyment, underlining the effectiveness of emotionally resonant narratives and visuals. The study further demonstrates that a robust product-influencer fit amplifies the authenticity of the advertising message, leading to greater content enjoyment for viewers. Crucially, it confirms that the perceived enjoyment derived from engaging with short videos has a positive correlation with impulse buying behavior among young consumers. These insights underscore the importance of emotional and experiential elements in short-video content, shaping the purchasing decisions of younger audiences. This research contributes to the understanding of effective marketing strategies in the evolving digital realm, emphasizing the necessity for content creators and advertisers to prioritize narrative integration, emotional connectivity, and authenticity of influencer endorsements to effectively captivate and influence the youth market.

Developing an Efficient Model for Online Grocery Order Fulfillment

Due to the convenience of online grocery apps and home delivery, online grocery shopping has become popular in recent years. Globally, consumer behavior has significantly changed the consumption and purchase patterns of online grocery shopping. This study aimed to develop an efficient model for online grocery order fulfillment that both reduces costs and increases supply chain efficiency and sustainability. This study first aimed to develop the current picking model by adopting real-world data from a store in Riyadh, Saudi Arabia. Subsequently, four proposed models were developed to improve the efficiency and sustainability of the online grocery order fulfillment process. The results show a significant improvement in all models over the current picking model. The percentage improvements in fulfillment time per product are as follows: single order picking—8.33%; batch order picking—6.78%; zone order picking—3.08%; and hybrid order picking—13.20%, which combines zone and batch order picking. Retailers and online grocery apps could adopt these models to increase efficiency and sustainability. Also, these models have great potential for future research and improvement by optimizing product placement, in addition to picking methods and picking routes, which are the focus of this study.

Food vloggers and their content: understanding pathways to consumer impact and purchase intentions

PurposeThis study aims to understand pathways to success for food video bloggers (food vloggers) by identifying the drivers of positive reception among audiences. It examines how entertainment, information and interaction values affect attitudes toward food videos and vloggers. Additionally, it investigates the potential for product placement by studying the effects of attitudes toward food videos and vloggers on consumers’ behavioral intention regarding purchasing featured food ingredients.Design/methodology/approachAn integrated model informed by theories (uses and gratification and stimulus-organism-response) was developed. An online survey was administered to 339 Vietnamese social media users. The data were analyzed using partial least square structural equation modeling (PLS-SEM).FindingsThe results show that food videos’ entertainment and information value positively impact the attitude toward food videos. However, the interaction value does not have a significant impact. All three values (entertainment value, information value and interaction) impact the attitude toward food vloggers. Both attitudes significantly influence purchase intention, showing that there is a pathway to product placement. The frequency of social media use can moderate these relationships, with a negative effect on the attitude toward food videos and a positive effect on the attitude toward food vloggers.Originality/valueThese findings provide insights into vlogger success pathways, not only in terms of audience reception but also in terms of product placement. This study offers comprehensive suggestions on pathways for success that are interesting for vloggers, food business operators, restaurant managers and audiences on how to design effective food videos and potentially encourage consumer purchases. These pathways can also be valuable for other behaviors, such as food safety advice and food waste reduction.

Penerapan Strategi Pemasaran Pada Produk UKM Keripik Pare di Kecamatan Pasekan Kabupaten Indramayu

The need for healthy food is increasing along with population growth and increasingly limited agricultural land. However, many snack foods on the market contain additional ingredients that can be harmful to health. Therefore, healthy and nutritious snack products are increasingly needed. One interesting alternative is bitter melon chips, which are a snack product made from bitter melon, a plant that has high nutritional value. In an effort to publicize and market bitter melon chips, a business called Keripik Pare was founded by a group in West Java. The business proposal includes business ideas, capital, production planning, and marketing strategies to increase product competitiveness and business profitability and uses structured and effective implementation methods to produce quality products. By implementing SWOT analysis and the canvas business model, it is hoped that you will be able to identify business strengths, weaknesses, opportunities and threats, and design the right business strategy. In addition, the marketing strategy used includes market segmentation, determining market targets, and appropriate product placement. Through this effort, it is hoped that it can increase public awareness of the importance of consuming healthy food, create new jobs, and increase the income of local farmers.

Exploring Practitioners’ Views on Product Placement: What can Taiwan Learn from the West

To improve Taiwan’s media production quality, especially in placement marketing practices, this study explores Western practices and regulations to find what Taiwan can learn from the West. The study first gathered, reviewed, and analyzed past placement marketing studies and literature from Europe and the United States, then conducted in-depth interviews with a scholar who reviews placement marketing violation cases for Taiwan’s competent authority (NCC) and American media professionals who had first-hand experience with placement marketing practices. The interviews revealed how Americans had executed the placements at various levels during the entire production process, from preproduction to postproduction; it also informed that their placement practice is natural and subtle creatively and how Americans combine product placements in the content with on-screen graphic overlays to gather consumer data. The study also exposed a curiously interesting product placement phenomenon with Taiwanese news media and how they get away with the current laws and regulations. Received: 6 January 2024 / Accepted: 19 April 2024 / Published: 5 May 2024

On the (in)effectiveness of textual disclosures on expectancies, attitudes, and perceived appropriateness of alcohol

Objective Drinking alcohol is frequently portrayed in the media, often overemphasizing its positive attributes. In particular, hip-hop music videos regularly depict alcohol consumption. Building on social cognitive theory, we conduct three pre-registered experimental studies to examine whether textual disclosures from different sources and with varying degrees of explicitness about the consequences of alcohol consumption can influence viewers’ alcohol expectancies, attitudes toward alcohol, and the appropriateness of alcohol presentations following a hip-hop video depicting alcohol consumption. Methods and measures We test 1) the established YouTube product placement disclosure, 2) a disclosure that explicitly refers to alcohol and a disclosure that additionally refers to the harmful consequences of alcohol consumption, 3) and finally the role of user comments on YouTube that discuss the negative or positive consequences of alcohol. Results We found that none of the disclosures tested were able to reduce positive attitudes toward alcohol, positive drinking expectancies, or perceived appropriateness of alcohol portrayals. Instead, one’s own drinking behavior was most important in explaining these dependent variables, with frequent drinkers reporting higher scores on attitudes toward alcohol, positive drinking expectancies, and a positive evaluation of alcohol portrayals in the media compared to people who never or rarely drink. Conclusions Our findings across the three studies paint a picture of the ineffectiveness of various forms of textual disclosure on alcohol-related attitudes, expectancies, and ratings of the appropriateness of alcohol portrayals in the media. Alternative steps forward, i.e., the creation of offerings for content creators that encourage them to consider the consequences of their representations, are therefore needed.

The Effect of Product Placement in Animation on Generation Z Consumers

In recent years, the animation market in China has flourished, and many brands use animation as a popular promotional platform to showcase their products and brands through product placement, benefitting from this marketing approach. Therefore, there is an urgent need to investigate the impact of product placement on Generation Z consumers—the primary audience for animation. In this study, we used popular Chinese animation to investigate Generation Z consumers’ cognition, attitude, and purchase intention regarding product placement. The results show a significant correlation between brand cognition, attitude, and purchase intention. Low-profile brands achieve better product placement effects in animation than high-profile brands. This study also established a mathematical model of participants’ post-cognition, post-attitude, and post-purchase intention regarding product placement in animation through factor analysis. This mathematical model intuitively shows that the effect of product placement in animation is primarily determined by the audience’s post-attitude.

Web-Based POS with Apriori Market Basket Analysis

This research project focuses on the design and development of a web-based Point of Sale (POS) application that incorporates advanced analytical techniques, specifically Market Basket Analysis with the Apriori algorithm and the Association Rule method. The primary objective of this web-based POS system is to empower retailers in managing their sales transactions efficiently and gaining valuable insights into customer purchasing behavior. The web-based POS application is multifaceted, offering features such as sales transaction recording, product inventory management, and customer data tracking. What sets it apart is the integration of the Apriori algorithm and Association Rule method, which enable the system to analyze and understand customer purchasing patterns. It identifies strong product associations and establishes rules that support intelligent decision-making for businesses. The advantages of Market Basket Analysis are substantial. Retailers can identify relevant purchase patterns, such as frequently co-purchased products or cross-selling opportunities. This information can be used to enhance marketing strategies, optimize product placement in stores, and create bundled product offerings, ultimately boosting sales and revenue. By analyzing transaction data and recognizing patterns, retailers can streamline their operations, minimize wastage, and allocate resources more effectively. In summary, this research project showcases the transformative potential of integrating Market Basket Analysis, the Apriori algorithm, and the Association Rule method into web-based POS systems. By doing so, retailers can enhance operational efficiency, boost sales, and improve customer satisfaction, ultimately leading to more successful and competitive businesses in the retail sector.

Augmented reality integration in Jordanian fast-food apps: Enhancing brand identity and customer interaction amidst digital transformation

This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

Tourist destinations masked in the symbolic constructs of «Money Heist» (Netflix, 2017-2021)

The popular Spanish fiction series Money Heist has been seen in more than 190 countries and has won the International Emmy Award for Best Drama. In 41 episodes over five seasons, a group of thieves dressed in red overalls and concealing their faces behind Salvador Dalí masks break into the Royal Mint of Spain and the Bank of Spain with the intention of carrying out an ambitious heist at each location. There are almost no product placements of real-life tourist attractions in the narrative structure of the series. This article discusses whether certain symbolic constructs identified in Money Heist could act as tourism inducers in the same way as the placement of real-life locations, a practice explored extensively in recent research. This study finds a considerable increase in tourist numbers to the Royal Mint of Spain that coincided with a massive rise in searches on YouTube for identifying elements of the series and a significant correlation between those elements and Spanish tourist destinations on Instagram. It thus offers evidence of the presence of symbolic constructs that could serve as inducers of both domestic and international tourism to Madrid.