The role of product placement in Turkish TV and digital platform serials within the perspective of customer-based brand equity

The dissertation aims to investigate the effectiveness of product placement across traditional and digital media through the framework of Keller's Customer-Based Brand Equity Model by reviewing and exploring previous studies and relevant literature to identify factors that influence product placement effectiveness about brand equity. A conceptual model is developed to outline the factors that will be investigated. This model illustrates the relationships among these factors, thereby framing the hypotheses and research statements that will facilitate a deeper understanding of how these elements interact with the consumer mindset. Systematically exploring these relationships enhances theoretical knowledge and provides practical implications for businesses aiming to align their offerings with consumer perceptions and preferences. Furthermore, given the dynamic nature of consumer behavior patterns and marketing trends, it is essential to understand how individuals interact with marketing communications. The significant shift towards digital platforms, particularly accelerated by the increased internet usage during the COVID-19 pandemic, has transformed how individuals engage with media. This paradigm shift is characterized by a surge in multimedia content consumption, which reflects changing preferences in media consumption patterns. In light of this transformation, the current research study aims to explore the relationship between product placement and consumer perception by analyzing two television serials, "Jet Sosyete" and "Kızılcık Şerbeti," alongside the digital platform serials "Terzi" and "Deneme Çekimi." The focus will be on the correlation between key variables such as awareness, associations, attitudes, and attachment/activity, utilizing quantitative analyses conducted both before and after the COVID-19 period to assess consumer perceptions and actions in the context of an increasingly changing market environment.