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

Gladys Stephen, Daniel Inbaraj, Anbuudayasankar S. P. and Poongkundran T.

Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 4, 487-510

Abstract: The purpose of the paper is to examine the role of audience movie-viewing 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.

Date: 2021
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DOI: 10.1080/21639159.2020.1808813

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