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

Alpana Kakkar; Kalyani Nayak

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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§ 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.

References

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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, Kalyani Nayak. 2019. "Analysis of Product Placement in Web Series and Its Influence on Consumer Buying Behavior". 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

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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

Version of record

v1.2

Issue date

May 15, 2019

Language

English

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Article Matrices

Total Score: 149

Country: India

Subject: Global Journal of Management and Business Research

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

View Count (all-time): 361

Total Views (Real + Logic): 683

Total Downloads (simulated): 58

Publish Date: 2019 01, Tue

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Total Views: 683

Total Downloads: 58

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