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Investigating the influence of audiences’ movie-viewing motives on attitude towards brand placement in movies

Gladys Stephen|Daniel Inbaraj|Anbuudayasankar S. P.|Poongkundran T.
한국마케팅과학회 (Korean Scholars of Marketing Science)|2021.09|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제31권 제4호|pp. 487-510|DOI 10.1080/21639159.2020.1808813

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키워드

Movie-viewing motivesbrand placement valueattitude towards brand placementuser and gratifications theorybrand placement in movies
주제분류경영학

초록

The purpose of the paper is to examine the role of audience movieviewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.

Abstract

The purpose of the paper is to examine the role of audience movieviewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.

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