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

1
Alpana Kakkar
Alpana Kakkar
2
Kalyani Nayak
Kalyani Nayak
1 Amity University

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GJMBR Volume 19 Issue E3

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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.

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.

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Not applicable for 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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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M30
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v1.2

Issue date

May 15, 2019

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English

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

Alpana Kakkar
Alpana Kakkar Amity University
Kalyani Nayak
Kalyani Nayak

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