The role of product placement on purchasing intention in web series

Consumers of today are exposed a large number of advertising messages and are thus inclined to disregard them. Therefore, brands have started to use product placements as a creative advertising strategy that effectively conveys advertising messages to the consumers and may have an influence on their purchase intention. Product placement strategy involves placing the products and services of brands into various channels. Web series, which have quite high ratings in contrary to their relatively short history, have been used by the brands as a new product placement channel through which consumers who prefer running away from conventional advertising messages can be captured. In this paper, written in the light of this information, consumers have been analyzed with regard to their attitude towards product placement in web series and their purchase intention to the products placed in web series. In the research part of the study, the data obtained from 350 people who have been surveyed online has been analyzed using SPSS 20.0 and Lisrel 8.51 software. The research has led to the conclusion that consumers who have positive attitudes towards product placement in web series are inclined to have stronger purchase intention to the product or service of brands that has been promoted by way of product placement they have seen in web series.