The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude
Elif Ülker Demirel, Erkan YıldızIn recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to advertising and the digital platforms that offer ad-free content make it increasingly difficult for brands to reach audiences in a highly saturated advertising environment. In this environment, product placement remains essential in reaching the target audiences due to the advantages it offers to brands compared to traditional advertisements. The aim of this study, being distinctly different from previous research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand. Furthermore, it is aimed to investigate the serial mediating effect between these attitudinal constructs. The data obtained from 300 participants were analyzed with SmartPLS 3.2.8 using partial least squares path analysis (PLS-SEM). As a result, the attitude toward the actor, character, and movie has direct and indirect effects on product placement and attitude toward the brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the relationship between the attitude toward the actor, the character and the brand.
PDF Görünüm
Referanslar
- Argan, M., Velioğlu, M. N., & Argan, M. (2007). Marka Yerleştirme Stratejilerinin hatırlama üzerine etkisi: ‘Gora’ filmi üzerine araştırma. Elektronik sosyal bilimler dergisi, 6(19), 159-178. https://dergipark.org.tr/en/download/article-file/69925 google scholar
- Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of advertising, 23(4), 29-46. https://www.jstor.org/stable/pdf/4188949.pdf?refreqid=excelsior%3A122100aa62b55be991df0f2d2c94b685 google scholar
- Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of advertising, 35(3), 115-141. https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367350308?needAccess=true google scholar
- Balasubramanian, S. K., Patwardhan, H., Pillai, D., & Coker, K.K. (2014). Modeling Attitude Constructs in Movie Product Placements. Journal of product & brand management, 23(7), 516-531. google scholar
- Barnhardt, T. M., Manzano, I., Brito, M., Myrick, M., & Smith, S. M. (2016). The effects of product placement in fictitious literature on consumer purchase intention. Psychology & marketing, 33(11), 883-898. https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367350308?needAccess=true google scholar
- Brennan, I., Dubas, K. M., & Babin, L. A. (1999). The influence of product-placement type & exposure time on product-placement recognition. International Journal of Advertising, 18(3), 323-337. google scholar
- Cohen, J. (1988). Statistical power analysis for the behavioral sciences. NJ: Lawrence Erlbaum Associates. google scholar
- Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98. https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367370107 google scholar
- D'Astous, A., & Touil, N. (1999). Consumer evaluations of movies on the basis of critics' judgments. Psychology & marketing, 16(8), 677-694. google scholar
- Doğan, D. (2018). SmartPLS ile veri analizi. US: Charleston SC. google scholar
- Deloitte. (2017) Is there and #adlergic epidemic? Ad blocking across media. Retrieved September 24, 2019 (Available from the Deloitte Web site: https://www2.deloitte.com/content/dam/Deloitte/global/Images/infographics/technologymediatelecommunications/gx-deloitte-tmt-2018-adblocking-media-report.pdf) google scholar
- Elberse, A. (2007). The power of stars: Do star actors drive the success of movies?. Journal of Marketing, 71(4), 102-120. https://www.hbs.edu/faculty/Pages/item.aspx?num=23770 google scholar
- Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. google scholar
- Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50. https://www.tandfonline.com/doi/abs/10.1080/10641734.1997.10505056 google scholar
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Data Analysis. NJ: Pearson Prentice Hall. google scholar
- Hair, J.F., Tomas, G., Hult, M., Ringle, C.M. & Sarstedt, M. (2014). A Primer on partial least square structural equations modeling (PLS-SEM). Los Angeles, CA: Sage. google scholar
- Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modelling, Journal of the Academy of Marketing Science, 43, 115-135. https://link.springer.com/article/10.1007/s11747-014-0403-8 google scholar
- Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. google scholar
- Iqbal, M. (2020). Netflix Revenue and Usage Statistics. Retrieved August 14, 2020 (Available from the Business of Apps Web Site: https://www.businessofapps.com/data/netflix-statistics/) google scholar
- Jin, C., & Villegas, J. (2007). The effect of the placement of the product in movie: Consumers' emotional responses to humorous stimuli and prior brand evaluation. Journal of Targeting, Measurement & Analysis for Marketing, 15(4), 244-255. google scholar
- Johnstone, E., & Dodd, C. A. (2000). Placements as mediators of brand salience within a UK cinema audience. Journal of Marketing Communications. 6(3), 141-158. https://www.tandfonline.com/doi/pdf/10.1080/13527260050118649 google scholar
- Karrh, J.A., Frith, K.T. & Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and The United States. International Journal of Advertising, 20(1), 3-24. https://www.tandfonline.com/doi/abs/10.1080/02650487.2001.11104874 google scholar
- Karrh, J. A., Mckee, K. B., & Pardun, C. J. (2003). Practitioners' evolving views on product placement effectiveness. Journal of Advertising Research, 43(2), 138-149. google scholar
- Kırcova, İ., & Köse, Ş. (2017). Televizyon dizileri ve filmlerde ürün yerleştirmeye yönelik genç tüketicilerin tutumlarına ilişkin bir nitel araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 19, 51-77. http://www.pazarlama.org.tr/dergi/yonetim/icerik/makaleler/129-published.pdf google scholar
- Knoll, J., Schramm, H., Schallhorn, C., & Wynistorf, S. (2015). Good guy vs. bad guy: The influence of parasocial interactions with media characters on brand placement effects. International Journal of Advertising, 34(5), 720-743. google scholar
- Kurthakoti, R., Balasubramanian, S. K., & Altobello, S. (2016). Brand–Character association and attitude toward brands in movie placements. International Journal of Business Administration, 7(2), 43-59. google scholar
- Kim, T. Y., & Shin, D. H. (2017). The survival strategy of branded content in the Over-The-Top (OTT) environment: Eye-Tracking & Q-Methodology approach in digital product placement. Telematics and Informatics, 34(7), 1081-1092. google scholar
- Mackay, T., Ewing, M., Newton, F., & Windisch, L. (2009). The effect of product placement in computer games on brand attitude & recall. International Journal of Advertising, 28(3), 423-438. google scholar
- McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321. https://www.jstor.org/stable/2489512?seq=1#metadata_info_tab_contents google scholar
- McKechnie, S. A., & Zhou, J. (2003). Product placement in movies: A comparison of Chinese & American consumers’ Attitudes. International Journal of Advertising, 22(3), 349-374. https://www.tandfonline.com/doi/abs/10.1080/02650487.2003.11072858 google scholar
- Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising Pretesting Context. Journal of Marketing, 53(2), 48-65. https://www.jstor.org/stable/1251413?seq=1#metadata_info_tab_contents google scholar
- Morton, C. R., & Friedman, M. (2002). “I saw it in the movies”: Exploring the link between product placement beliefs & reported usage behavior. Journal of Current Issues & Research in Advertising, 24(2), 33-40. https://www.tandfonline.com/doi/abs/10.1080/10641734.2002.10505133 google scholar
- Mohr, I. (2007). Buzz marketing for movies. Business horizons, 50(5), 395-403. google scholar
- Muzellec, L., Kanitz, C., & Lynn, T. (2013). Fancy a coffee with friends in ‘central perk’? reverse product placement, fictional brands & purchase intention. International Journal of Advertising, 32(3), 399-417. google scholar
- Nelson, M. R., & Devanathan, N. (2006). Brand placements Bollywood style. Journal of Consumer Behavior: An International Research Review, 5(3), 211-221. https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.173 google scholar
- Newell, J., Salmon, C. T., & Chang, S. (2006). The hidden history of product placement. Journal of Broadcasting & Electronic Media, 50(4), 575-594. google scholar
- Ohanian, R. (1990). Construction & validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, & attractiveness. Journal of Advertising, 19(3), 39-52. https://www.tandfonline.com/doi/abs/10.1080/00913367.1990.10673191 google scholar
- O'Reilly, D., & Kerrigan, F. (2013). A view to a brand: Introducing the movie brandscape. European Journal of Marketing, 47(5/6), 769-789. https://www.emerald.com/insight/content/doi/10.1108/03090561311306868/full/pdf google scholar
- Patwardhan, H., & Patwardhan, P. (2016). When fiction becomes fact: Effect of reverse product placement on consumer attitudes. Journal of Promotion Management, 22(3), 349-369. google scholar
- Phillips, J., & Noble, S. M. (2007). Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium. Journal of Advertising, 36(1), 81-94. https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367360106 google scholar
- PQMedia (2018). Global Branded Entertainment Marketing Forecast 2018. Retrieved September 24, 2019 (Available from the PQ Media Web Site: https://www. pqmedia.com/product/global-branded-entertainment-marketing-forecast-2018/) google scholar
- Reklamcilar derneği (2018). Türkiye’de Tahmini Medya ve Reklam Yatırımları. Retrieved September 24, 2019 (Available from Reklamcılar Derneği Web Site: http://www.rd.org.tr/Assets/uploads/bf6ab5b5-0d86-4bc3-92a7-da47c165cb61.pdf) google scholar
- Ringle, C.M., Wende, S. & Becker, J.M. (2015). SmartPLS 3. Retrieved March 10, 2019 (Available from SmartPls Web Site: www.smartpls.com) google scholar
- Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31 (3), 279-292. https://www.tandfonline.com/doi/abs/10.1080/08838158709386664 google scholar
- Russell, C. A. (1998). Toward a framework of product placement: Theoretical propositions. Advances in Consumer Research, 25, 357-362. https://www.acrwebsite.org/volumes/8178/volumes/v25/NA-25 google scholar
- Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality & plot connection congruence on brand memory & attitude. Journal of Consumer Research, 29(3), 306-318. https://www.jstor.org/stable/10.1086/344432?seq=1#metadata_info_tab_contents google scholar
- Russell, C. A., & Belch, M. (2005). A managerial investigation into the product placement industry. Journal of Advertising Research, 45(1), 73-92. google scholar
- Russell, C., & Stern, B. (2006). Consumption in soap operas from Brazil, New Zealand, & the US: Production, products, & process. Advances in Consumer Research, 33, 134-137. https://www.acrwebsite.org/volumes/12476/volumes/v33/NA-33 google scholar
- Sapmaz, E., & Tolon, M. (2014). Bütünleşik pazarlama iletişiminde ürün yerleştirme ve üniversite öğrencilerinin televizyon programlarındaki ürün yerleştirmelere ilişkin tutumlarına yönelik bir araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16(2), 15-44. https://dergipark.org.tr/en/pub/gaziuiibfd/issue/28310/300843 google scholar
- Sarstedt, M., Ringle, C.M. & Hair, J.F. (2017). Partial Least Squares Structural Equation Modelling. In C. Homburg, M.Klarmann & A.Vomberg (Eds.), Handbook of Market Research (pp. 2-34). Heidelberg: Springer. google scholar
- Scott, J., & Craig-Lees, M. (2010). Audience engagement and its effects on product placement recognition. Journal of Promotion Management, 16(1-2), 39-58. https://www.tandfonline.com/doi/full/10.1080/10496490903571803 google scholar
- Sood, S., & Drèze, X. (2006). Brand extensions of experiential goods: Movie sequel evaluations. Journal of Consumer Research, 33(3), 352-360. https://www.jstor.org/stable/10.1086/508520?seq=1#metadata_info_tab_contents google scholar
- Srivastava, R. (2011). Brand placement Strategy in a movie song & its impact on brand's image. The IUP Journal of Brand Management, 8(2), 19-30. google scholar
- Su, H. J., Huang, Y. A., Brodowsky, G., & Kim, H. J. (2011). The impact of product placement on tv-induced tourism: Korean TV dramas and Taiwanese viewers. Tourism Management, 32(4), 805-814. https://www.sciencedirect.com/science/article/pii/S0261517710001317 google scholar
- Ulker-Demirel, E., Akyol, A., & Simsek, G. G. (2018). Marketing and consumption of art products: The movie industry. Arts and the Market, 8(1), 80-98. https://www.emerald.com/insight/content/doi/10.1108/AAM-06-2017-0011/full/html google scholar
- Tsai, M. T., Wen-Ko, L., & Liu, M. L. (2007). The effects of subliminal advertising on consumer attitudes & buying intentions. International Journal of Management, 24(1), 3-14. google scholar
- Tuchman, A. E., Nair, H. S., & Gardete, P. M. (2018). Television ad-skipping, consumption complementarities & the consumer demand for advertising. Quantitative Marketing and Economics, 16(2), 111-174. https://link.springer.com/article/10.1007/s11129-017-9192-y google scholar
- Westcott, et al. (2020). Digital Media Trends, 14th Edition. Retrieved August 14, 2020 (Available from the Deloitte Web Site: https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey/summary.html#) google scholar
- Williams, K., Petrosky, A., Hernandez, E., & Page Jr, R. (2011). Product placement effectiveness: Revisited & renewed. Journal of Management and Marketing Research, 7, 1-24. http://connection.ebscohost.com/c/articles/59782912/product-placement-effectiveness-revisited-renewed google scholar
- Wilson, R. T., & Till, B. D. (2011). Product placements in movies and on Broadway: A field study. International Journal of Advertising, 30(3), 373-398. google scholar
- Zhao, X, Lynch, J.G. ve Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis, Journal of Consumer Research Inc., 37(2), 197-206. google scholar
Atıflar
Biçimlendirilmiş bir atıfı kopyalayıp yapıştırın veya seçtiğiniz biçimde dışa aktarmak için seçeneklerden birini kullanın
DIŞA AKTAR
APA
Ülker Demirel, E., & Yıldız, E. (2020). The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research, 49(2), 339-359. https://doi.org/10.26650/ibr.2020.49.0013
AMA
Ülker Demirel E, Yıldız E. The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research. 2020;49(2):339-359. https://doi.org/10.26650/ibr.2020.49.0013
ABNT
Ülker Demirel, E.; Yıldız, E. The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research, [Publisher Location], v. 49, n. 2, p. 339-359, 2020.
Chicago: Author-Date Style
Ülker Demirel, Elif, and Erkan Yıldız. 2020. “The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude.” Istanbul Business Research 49, no. 2: 339-359. https://doi.org/10.26650/ibr.2020.49.0013
Chicago: Humanities Style
Ülker Demirel, Elif, and Erkan Yıldız. “The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude.” Istanbul Business Research 49, no. 2 (May. 2024): 339-359. https://doi.org/10.26650/ibr.2020.49.0013
Harvard: Australian Style
Ülker Demirel, E & Yıldız, E 2020, 'The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude', Istanbul Business Research, vol. 49, no. 2, pp. 339-359, viewed 20 May. 2024, https://doi.org/10.26650/ibr.2020.49.0013
Harvard: Author-Date Style
Ülker Demirel, E. and Yıldız, E. (2020) ‘The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude’, Istanbul Business Research, 49(2), pp. 339-359. https://doi.org/10.26650/ibr.2020.49.0013 (20 May. 2024).
MLA
Ülker Demirel, Elif, and Erkan Yıldız. “The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude.” Istanbul Business Research, vol. 49, no. 2, 2020, pp. 339-359. [Database Container], https://doi.org/10.26650/ibr.2020.49.0013
Vancouver
Ülker Demirel E, Yıldız E. The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research [Internet]. 20 May. 2024 [cited 20 May. 2024];49(2):339-359. Available from: https://doi.org/10.26650/ibr.2020.49.0013 doi: 10.26650/ibr.2020.49.0013
ISNAD
Ülker Demirel, Elif - Yıldız, Erkan. “The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude”. Istanbul Business Research 49/2 (May. 2024): 339-359. https://doi.org/10.26650/ibr.2020.49.0013
