Online Journal of Communication and Media Technologies

Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2013 - Volume 3 Issue 4, pp. 88-106
  • Published Online: 25 Oct 2013
  • Article Views: 46 | Article Download: 173
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Kwon E, Jung J. Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention. Online Journal of Communication and Media Technologies. 2013;3(4), 88-106.
APA 6th edition
In-text citation: (Kwon & Jung, 2013)
Reference: Kwon, E., & Jung, J. (2013). Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention. Online Journal of Communication and Media Technologies, 3(4), 88-106.
Chicago
In-text citation: (Kwon and Jung, 2013)
Reference: Kwon, Eunseon, and Jong-Hyuok Jung. "Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention". Online Journal of Communication and Media Technologies 2013 3 no. 4 (2013): 88-106.
Harvard
In-text citation: (Kwon and Jung, 2013)
Reference: Kwon, E., and Jung, J. (2013). Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention. Online Journal of Communication and Media Technologies, 3(4), pp. 88-106.
MLA
In-text citation: (Kwon and Jung, 2013)
Reference: Kwon, Eunseon et al. "Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention". Online Journal of Communication and Media Technologies, vol. 3, no. 4, 2013, pp. 88-106.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Kwon E, Jung J. Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention. Online Journal of Communication and Media Technologies. 2013;3(4):88-106.

Abstract

In recent years, many studies have investigated consumers‟ attitudes toward product placement in media content, such as movies and TV shows. However, few studies have explored the influence of peer communication and media consumption on product placement attitudes and purchase intention of products that displayed in TV shows. Drawing on the consumer socialization framework, the current study investigates product placement attitudes and behavioral intentions via online survey. Moreover, this research examined the impact of reading online consumer review of placed products as an extended socialization variable. Results show that peer communication, a socialization agent, is strongly related to both product placement-related attitudes and purchase intentions. Findings also indicate that reading online consumer reviews of placed products is a good predictor of consumers‟ purchase intentions.

References

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License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.