Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

Abstract

Purpose

Advertising clutter has fueled the rise of nontraditional advertising methods. The current study, conducted in India, adopted the consumer socialization framework to assess product placement attitudes and behaviors.

Design/methodology/approach

A questionnaire-based survey was conducted to gauge consumers' responses to product placements. Structural equation modeling (SEM) was applied to analyze the relationship between different variables.

Findings

The results revealed that young Indian adults are positive about product placements as they believe that incorporating brands into the content adds realism. The authors found that socialization agents significantly impact viewers' attitudes toward product placements which in turn influence their purchase intentions. The authors also found that product acceptability impacts consumers' purchase intentions.

Practical implications

This paper provides important insights into consumers' perceptions of product placements. Based on the findings, marketers can formulate effective product placement strategies.

Originality/value

Most of the studies existing in this area have been conducted in the developed markets except a few which have been conducted in the emerging markets. Hence, the present study is an attempt to fill this research gap. This study is among the first to establish a relationship between product acceptability and consumers' purchase intentions.

Citation

Kaur, R., Sharma, R.K. and Bakshi, A. (2023), "Antecedents and consequences of consumers' attitudes toward product placements: evidence from India", International Journal of Emerging Markets, Vol. 18 No. 9, pp. 2698-2717. https://doi.org/10.1108/IJOEM-09-2020-1087