The effects of consumers' attitudes toward product placement on purchasing behavior

Nowadays, with the rapidly changing environmental conditions and technological developments, the marketing and advertising sector has made an effort to reach the target audience and respond to the differentiating consumer needs. However, businesses consciously plan this process from the branding process of their products to the promotion activities to be implemented. In addition, due to the increasing costs, decreasing effect and zapping phenomenon of traditional advertising strategies, businesses have been in search of new approaches to deliver their messages to consumers. Product placement applications are also emerging as a new approach in this quest. In this study, it is aimed to reveal the effect of consumers' attitudes towards product placement practices on purchasing behavior. The data of the research were collected from 468 people living in Turkey through a questionnaire. The collected data were analyzed with the SPSS program. Factor analysis, correlation analysis, regression analysis, anova test and t test were used in the study. According to the results of the factor analysis, it was determined that attitudes towards product placement consisted of attitudes towards advertising, general attitude towards product placement, rejection, perceived reality, compatible content, frequent movie watching and purchasing behavior dimensions. According to the results of the applied regression analysis, it was determined that watching movies frequently and perceived reality dimensions had a positive and significant effect on purchasing. According to these results, an idea of the product will be formed in the minds of consumers who watch movies frequently, and as a result, it will affect the purchasing behavior of the consumer. The reality of the placed products will also affect the purchasing behavior. As a result of the answers given by the participants in the survey, it was concluded that consumers do not like watching advertisements on television and that consumers are curious about the products they see in TV series/movies.