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Investigating the influence of audiences’ movie-viewing motives on attitude towards brand placement in movies

Publication Type : Journal Article

Publisher : Journal of Global Scholars of Marketing Science, Routledge

Source : Journal of Global Scholars of Marketing Science, Routledge, p.1-24 (2021)

Url : https://doi.org/10.1080/21639159.2020.1808813

Campus : Coimbatore

School : School of Engineering

Department : Mechanical Engineering

Year : 2021

Abstract : ABSTRACT The purpose of the paper is to examine the role of audience movie-viewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.

Cite this Research Publication : G. Stephen, Inbaraj, D., Dr. Anbuudayasankar S. P., and T., P., “Investigating the influence of audiences’ movie-viewing motives on attitude towards brand placement in movies”, Journal of Global Scholars of Marketing Science, pp. 1-24, 2021.

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