Advances in Economics, Management and Political Sciences
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Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 92 , 20 June 2024
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Blockbuster Branding--Exploring the Impact of Product Placement on Consumer Behavior in American Cinema
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Abstract
This paper explores the multifaceted relationship between product placement in American blockbuster movies and its influence on consumer behavior. With the backdrop of an evolving advertising landscape, the study delves into practices of brand integration in films, investigated through “seen,” “mentioned,” and “used” product placement. The paper delves into factors affecting consumer attitudes and purchase intentions, underscoring the importance of authenticity in brand integration and emphasizing the need for marketers and filmmakers to align their strategies with consumer preferences, build familiarity, and alleviate skepticism. This research sheds light on the dynamic interplay between brands, movies, and consumer behavior. As brand integration continues to evolve, these findings offer a roadmap for creating meaningful and impactful brand experiences within the cinematic realm, benefiting both industries and moviegoers.
Keywords
Product Placement, Brand Integration, Consumer Behavior, Advertising Strategies
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-483-5
- ISBN (Online)
- 978-1-83558-484-2
- Published Date
- 20 June 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/92/20231116
- Copyright
- 20 June 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited