Product placement effectiveness from the perpspective of para-social relationship theory

Advertising is a communication work that exist almost in every part of our life even if sometimes we realize or not. It is perceived that an individual is surrounded by advertisements mostly in daily life while watching television. Highly anticipated division of expected programme by an ad may sometimes annoy the viewer. As a result, the viewer chooses to change the channel to avoid advertisement so that it can not interrupt entertainment, or to watch the same entertainment on the internet not to be interrupted by advertisements. This preference, which is perceived as a disadvantage by advertisers, has led advertisers / brands to product placement placements. Para-social interaction and oara-social interaction are important issues when it comes to media influence. The para-social relationship is a one-way relationship with the viewer's favorite character, and is like a character friend. The concept first introduced by Horton and Wohl (1956) influenced subsequent work. In the literature, the effect of psychological theories on product placement effectiveness has been the subject of attention, and studies related to product placement and psychological theories have been made. This study is important because it is one of the first studies to relate para-social relation and product placement in Turkish literature. This study aims at revealing the role of para-social relationship in product placement effectiveness. In the methodology section, a questionnaire was made to 406 people in Uşak and the obtained data was entered into SPSS 23 program. In the analyzes, frequency distributions of participants were taken and T-Test, Anova and Mann Whitney U tests were applied.