The Influence of Product Placement Advertising on Short Video Platforms on Consumers’ Purchase Intention

Yi Kuang ()
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Yi Kuang: Swan College, Central South University of Forestry and Technology

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1052-1063 from Springer

Abstract: Abstract With the growing popularity of short video platforms, embedded advertising has become a major source of income. However, the relationship between customers’ purchasing patterns and the effectiveness of integrated advertising communication remains a subject of academic debate. This paper conducts a study centered around the impact of product placement advertisements on short video platforms on consumers’ purchase intention. The research reveals that content marketing in short videos has advantages such as flexible dissemination and low costs. The integration of content creativity and scenarios can effectively enhance the acceptance of advertisements. However, excessive product placement may trigger resistance among users. Through a case analysis of the collaboration between Kans and TikTok influencers, this paper aims to explore aspects such as the form of product placement, release strategies, and user feedback. Theoretically, a model of “content fit-psychological acceptance-behavior conversion rate” is constructed, indicating that the effectiveness of advertisements is based on the process “from situational immersion to cognitive engagement, and ultimately to perceived value”. This research enriches the understanding of the interaction mechanism between advertising and consumer behavior, provides suggestions for brands to formulate placement strategies. In the future, comparative research on different platforms can be expanded, and quantitative verification techniques can be introduced.

Keywords: Short video; Marketing; Advertising; Consumer; New media (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-874-5_121

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DOI: 10.2991/978-94-6463-874-5_121

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