Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2023-12-09 DOI:10.1080/13527266.2023.2258374

Sitan Li

引用次数: 0

Abstract

Streaming platforms are revolutionizing the product placement practices in TV series via the embedment of brands using popular screenwriting and filmmaking techniques that could alter consumers’ pe...

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流媒体电视剧中产品植入的效果：产品参与、植入显著性和名人代言的作用

流媒体平台正在彻底改变电视剧中的产品植入做法，通过使用流行的编剧和电影制作技术植入品牌，这可能会改变消费者对电视剧的看法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.