The impact of attitude towards webisode and product placement on brand attitude and purchase intention

Dave Ependi, Yeshika Alversia

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Product placement or brand placement describes the integration of a product or a brand into a film, televised series, and other types of entertainment programming for promotional purposes. Product placement, as a variant of sponsorship, encompasses hybrid forms of promotion within mediated entertainment that share on main feature: the promotional intent is not made explicit but is ostensibly presented as a part of the dramatic entertainment. Little academic research to date has been conducted to study consumer attitude toward product placement in the form of webisode branded entertainment and their impact to advertisement attitude, brand image and purchase intention. This research used survey method to investigate the attitude antecedents that form brand attitude and purchase intention in an integrated marketing campaign that involves product placement (in form of webisode) and traditional advertising (in form of television advertisement). The research analyzed the primary data gathered using structural equation modeling (SEM) to investigate the relationships that may or may not happen from the proposed research model. The result of this research shows that attitude towards product placement has the highest influence on brand attitude, while attitude towards character has very high influence on attitude towards advertisement. There is also a positive relationship found between attitude towards webisode and television advertisement, proving the impact of webisode in shaping consumer advertisement attitude in a digital and traditional media convergence.

Original languageEnglish
Title of host publicationProceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018 - Vision 2020
Subtitle of host publicationSustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages6544-6558
Number of pages15
ISBN (Electronic)9780999855119
Publication statusPublished - 1 Jan 2018
Event32nd International Business Information Management Association Conference, IBIMA 2018 - Seville, Spain
Duration: 15 Nov 201816 Nov 2018

Publication series

NameProceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018 - Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth

Conference

Conference32nd International Business Information Management Association Conference, IBIMA 2018
CountrySpain
CitySeville
Period15/11/1816/11/18

Keywords

  • Advertisement
  • Brand Attitude
  • Product Placement
  • Purchase Intention
  • Webisode

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