Analysis of Product Placement in Web Series and Its Influence on Consumer Buying Behavior

Analysis of Product Placement in Web Series and Its Influence on Consumer Buying Behavior

Alpana Kakkar

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Kalyani Nayak

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α Amity University

Analysis of Product Placement in Web Series and Its Influence on Consumer Buying Behavior

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Abstract

Web series runs on multiple digital platforms. When it comes to taboo-breaking and intellectual video content, web series have been playing a significant role in India. In a country, where television shows and the different movie or entertainment industries have to face the tight censorship in their content, web series have been the go-to source of thought-provoking entertainment for millennials. Brands are rapidly catching up with this changing trend and started merging their products with the help of product placement in entertainment media. This research is conducted to know whether consumers are affected by product placement or not. Through this paper, we will explore the relationship between product placements and the digital platform.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Alpana Kakkar. 2019. \u201cAnalysis of Product Placement in Web Series and Its Influence on Consumer Buying Behavior\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E3): .

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GJMBR Volume 19 Issue E3
Pg. 21- 27

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification: JEL Code: M30

Submission ReceivedDecember 7, 2018
Peer Review Double Blind
Handling Editor
Accepted December 31, 2018
Published January 15, 2019

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v1.2

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May 15, 2019

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Article Matrices

Total Score: 102

Country: India

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Alpana Kakkar, Kalyani Nayak (PhD/Dr. count: 0)

View Count (all-time): 190

Total Views (Real + Logic): 2698

Total Downloads (simulated): 1506

Publish Date: 2019 05, Wed

Monthly Totals (Real + Logic):

Month 1: 23 views
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Month 3: 33 views
Month 4: 40 views
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Total Views: 2698

Total Downloads: 1506

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