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

Contact

Kalyani Nayak

Contact

α Amity University

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

Article Fingerprint

ReserarchID

20I40

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

AI TAKEAWAY

Connecting with the Eternal Ground

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.

References

35 Cites in Article

Reference Format

Du Preez,L Williams,S (2004). Investigating the usage of branded products in film: the perception of males and females at the University of Pretoria.
Sunita Kumar (2017). Influence of Product Placements in Films and Television on consumers Brand Awareness.
K Nagar (2016). Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit.
Jesús Segarra-Saavedra,Victoria Tur-Viñes,Cristina Del-Pino-Romero (2017). Branded webserie como estrategia comunicativa. Estudio de caso de #EncuentraTuLugar.
Chirag Patel,Pankajray Patel,Dr (2015). Brand Recall for Product Placement in Hindi Movies.
Susan Chang,Jay Newell,Charles Salmon (2009). Product placement in entertainment media.
Jane Scott,Margaret Craig-Lees (2010). Audience Engagement and its Effects on Product Placement Recognition.
Vinod Koravi (2019). Analysis of various effects of web series streaming online on internet on indian youth.
M Mathur,S Goswami (2012). A study of consumer behavior and product placement in Indian cinema.
Pola Gupta,Kenneth Lord (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall.
R Srivastava (2016). Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets.
Van Der Waldt,De La Rey & Ls,& Du,R Toit,Redelinghuys (2007). Does branded product placement in film enhance realism and product recognition by consumers.
F Sarwar,M Aftab,M Iqbal (2014). The impact of branding on consumer buying behavior.
Alain D'astous Ph,Francis Chartier,M Sc (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies.
Pamela Homer (2009). Product Placements.
Liew Kit,Elizabeth P’ng (2014). The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation.
Ian Brennan,Khalid Dubas,Laurie Babin (1999). The influence of product-placement type & exposure time on product-placement recognition.
Kaylene Williams,Alfred Petrosky,H Hernandez,Edward Page,Robert (2011). Product Placement.
Lilia Gutnik,Tom Huang,Jill Lin (2007). Unknown Title.
N Gajjar (2013). Factors affecting consumer behavior.
J Whedon Web series and Web Television.
A Ambekar In-depth: Web series, original programmes and the new-age digital audience.
A Vasan Product Placements in Bollywood movies.
A Kamath To Study the Effect of Branded Entertainment in Web Series on the Brand Sales.
D Shira Startup India Scheme: All You Need to Know.
S Shankar,Rai (null). Digital content share and growth, 2008.
D Eloff The Role and Importance of Alternative Media.
A Jain Why are Brands Investing in Web-Only Video Series?.
L Cardona What is branded content? Definition, advantages and examples.
O Durden Mainstream vs. Alternative Media.
Akash Sahu,Aashiket Sable,Nihar Parmar,Avinash Parmar,Shubham Pathak (2026). Extradigital Glomus Tumor of the Forearm: Lessons from a Missed Diagnosis.
M Kadish The Business of Web Series: What are the Returns on Online Episodic Content -Monetary or Otherwise?.
C (2004). Pull Strategy.
C (2004). Push Strategy.
E Netflix,Hotstar,Sonyliv ALT Balaji and other OTT platforms say yes to self-regulation.

Download References

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): .

More Citation Formats

Select Citation Style:

Download Citation

Download Article

GJMBR Volume 19 Issue E3
Pg. 21- 27

Explore Journals Explore Volume Read This Issue

Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Not Found

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

Version of record

v1.2

Issue date

May 15, 2019

Language

Experiance in AR

Explore published articles in an immersive Augmented Reality environment. Our platform converts research papers into interactive 3D books, allowing readers to view and interact with content using AR and VR compatible devices.

View in VR

Read in 3D

Your published article is automatically converted into a realistic 3D book. Flip through pages and read research papers in a more engaging and interactive format.

View in 3D

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): 188

Total Views (Real + Logic): 2696

Total Downloads (simulated): 1415

Publish Date: 2019 05, Wed

Monthly Totals (Real + Logic):

Month 1: 23 views
Month 2: 28 views
Month 3: 33 views
Month 4: 40 views
Month 5: 41 views
Month 6: 52 views
Month 7: 44 views
Month 8: 55 views
Month 9: 53 views
Month 10: 38 views
Month 11: 30 views
Month 12: 45 views
Month 13: 36 views
Month 14: 29 views
Month 15: 39 views
Month 16: 36 views
Month 17: 22 views
Month 18: 42 views
Month 19: 23 views
Month 20: 41 views
Month 21: 37 views
Month 22: 32 views
Month 23: 31 views
Month 24: 32 views
Month 25: 32 views
Month 26: 21 views
Month 27: 27 views
Month 28: 25 views
Month 29: 29 views
Month 30: 32 views
Month 31: 21 views
Month 32: 26 views
Month 33: 23 views
Month 34: 17 views
Month 35: 36 views
Month 36: 38 views
Month 37: 35 views
Month 38: 19 views
Month 39: 28 views
Month 40: 23 views
Month 41: 25 views
Month 42: 29 views
Month 43: 44 views
Month 44: 27 views
Month 45: 29 views
Month 46: 23 views
Month 47: 46 views
Month 48: 25 views
Month 49: 18 views
Month 50: 26 views
Month 51: 18 views
Month 52: 22 views
Month 53: 30 views
Month 54: 32 views
Month 55: 24 views
Month 56: 34 views
Month 57: 35 views
Month 58: 31 views
Month 59: 25 views
Month 60: 29 views
Month 61: 15 views
Month 62: 40 views
Month 63: 28 views
Month 64: 24 views
Month 65: 14 views
Month 66: 18 views
Month 67: 11 views
Month 68: 41 views
Month 69: 17 views
Month 70: 33 views
Month 71: 38 views
Month 72: 27 views
Month 73: 44 views
Month 74: 27 views
Month 75: 20 views
Month 76: 46 views
Month 77: 38 views
Month 78: 21 views
Month 79: 24 views
Month 80: 21 views
Month 81: 34 views
Month 82: 43 views
Month 83: 45 views

Total Views: 2696

Total Downloads: 1415

2026 Trends

Published Article

Our website is actively being updated, and changes may occur frequently. Please clear your browser cache if needed. For feedback or error reporting, please email [email protected]