The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

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dc.authoridULKER-DEMIREL, ELIF/0000-0002-5805-0452
dc.authorwosidULKER-DEMIREL, ELIF/A-2613-2019
dc.contributor.authorUlker-Demirel, Elif
dc.contributor.authorYildiz, Erkan
dc.date.accessioned2024-06-12T11:12:55Z
dc.date.available2024-06-12T11:12:55Z
dc.date.issued2020
dc.departmentTrakya Üniversitesien_US
dc.description.abstractIn recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to advertising and the digital platforms that offer ad-free content make it increasingly difficult for brands to reach audiences in a highly saturated advertising environment. In this environment, product placement remains essential in reaching the target audiences due to the advantages it offers to brands compared to traditional advertisements. The aim of this study, being distinctly different from previous research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand. Furthermore, it is aimed to investigate the serial mediating effect between these attitudinal constructs. The data obtained from 300 participants were analyzed with SmartPLS 3.2.8 using partial least squares path analysis (PLS-SEM). As a result, the attitude toward the actor, character, and movie has direct and indirect effects on product placement and attitude toward the brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the relationship between the attitude toward the actor, the character and the brand.en_US
dc.identifier.doi10.26650/ibr.2020.49.0013
dc.identifier.endpage363en_US
dc.identifier.issn2630-5488
dc.identifier.issue2en_US
dc.identifier.startpage343en_US
dc.identifier.trdizinid426604en_US
dc.identifier.urihttps://doi.org/10.26650/ibr.2020.49.0013
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/426604
dc.identifier.urihttps://hdl.handle.net/20.500.14551/23359
dc.identifier.volume49en_US
dc.identifier.wosWOS:000607935000008en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.publisherIstanbul Univ, Sch Businessen_US
dc.relation.ispartofIstanbul Business Researchen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectProduct Placementen_US
dc.subjectAttitudeen_US
dc.subjectActoren_US
dc.subjectBranden_US
dc.subjectPLS-SEMen_US
dc.subjectConsumptionen_US
dc.subjectFrameworken_US
dc.subjectCinemaen_US
dc.titleThe Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitudeen_US
dc.typeArticleen_US

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