The i̇mpact of product placement practice on consumer behavior: rewiew on the Fi Series

The need to find new ideas and apps to deliver ads to audiences more effectively, as messages have increased impact on the audience. As a result of this need, the concept of product placement that is carried out without buying time and has been used in time, has developed the concept of placement of products that have been carried. Along with the transition of traditional advertising to the internet, TV shows have become popular as well as the internet series. Depending on the competitive environment and technological developments, ads have started using product placement in internet series to provide their products and services to the consumers. This study consists of three separate sections: In the first part of the study includes advertising, product, brand, product placement, areas where the product placement application is used and research done in Turkey with the product placement application. In the second section, new communication environments and technologies, to communication technologys in Turkey and the World, social media and internet concepts have been announced. In the lastest chapter, research has been conducted about on the effect of the product placement application on consumer behavior. In the research phase of the study, first of the qualitative research method, a series of views and products have been detailed in the research phase of the 2 season 22 episode. In the second part of the research, the survey method was used. The survey of two chapters has been used to the students of Sakarya University. The data obtained from this research has been based on the SPSS 20.0 program and the results have been described. As a result, according to the data obtained, the product placement for the most technological products has been produced in the series. Sakarya Universty faculty of communication students don't find boring and unnecessary products in the series, The use of the brand or product of the series characters is an ordinary thing for students and it has been detected that it does not create any attidude towards products and doed not cause any changes in purchasing behavior.