Impact of Product Placement in Movies through Celebrity Endorsement and Product Prominence on Consumers' Purchase Intentions

The purpose of this research is to study the impact of product placement and its factors celebrity endorsement and product prominence in movies on consumer purchase intention. The study used survey methodology where questionnaire was used as a tool for data collection. Further, using judgmental samp...

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Bibliographic Details
Published in:City University Research Journal 2023-01, Vol.13 (1), p.33-51
Main Authors: Zubair, Komal, Riaz, Khushboo
Format: Article
Language:English
Subjects:
Advertising agencies
Age groups
Brain research
Celebrities
Consumer attitudes
Consumer behavior
Consumers
Data collection
Endorsements
Hypotheses
Motion pictures
Product placement
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Summary:The purpose of this research is to study the impact of product placement and its factors celebrity endorsement and product prominence in movies on consumer purchase intention. The study used survey methodology where questionnaire was used as a tool for data collection. Further, using judgmental sampling method, a sample of 300 respondents between the ages of 18 to 35 was selected from different areas of Peshawar since more than 90% of the moviegoers belong to this age group being students (Barroso, 2011). For data analysis, Regression and ANOVA were used through SPSS. The findings of the study showed that product placement in movies through product prominence and celebrity endorsement play a significant positive role in consumers purchase intention. However, the level of impact of product prominence on consumer purchase intention is more than celebrity endorsement. Thus, this study will help practitioners in understanding the factors that need consideration while planning a product placement i.e. celebrity endorsement and product prominence, thereby enhancing consumer purchase intentions.
ISSN:2220-9174
2409-0441