Simulation Research on the Impact of Product Placement on Brand Trust in Mobile Communication Product-Harm Crisis

Abstract

This research analyses the impact of product placement on brand trust in mobile communication product-harm crisis and establishes a conceptual model of how product placement affects brand trust based on perceived risk and relationship distance as mediators. Based on the Bass Diffusion Model, simulation is adopted to analyze the changing trend of the number of people corresponding to each variable after the crisis occurs and after product placement is added. The study found weak correlation between product placement and brand trust and strong correlation between the mediators and brand trust, which proves that there lies a suppression effect in the impact of product placement on brand trust in the situation.