EMOTIONAL RESPONSES OF PRODUCT PLACEMENT ON KOREAN DRAMA: A CASE STUDY OF BEAUTY PRODUCT PURCHASE DECISION AMONG GENERATION Z
Keywords:
brand-drama congruence, brand familiarity, emotional response, purchase decision, product placement, Korean dramasAbstract
This research aimed to study factors that affected the emotional response toward product placement in Korean dramas and the purchase decision of beauty products. The surveyed samples comprised 420 Generation Z users aged between 18 and 25, and data were gathered through online questionnaires. The collected data analyzed using descriptive statistics, and hypotheses were tested through inferential statistics. The results of the empirical study showed that Brand-drama congruence and Brand familiarity affected the purchase decision of beauty products. The emotional response also affects the purchase decision of beauty products. This study also examined the direct and indirect effects of Brand-drama congruence and Brand familiarity toward the purchase decision of beauty products via the emotional response as a mediator. The results showed the mediator affected the purchase decision of beauty products. The study provided additional guidance for marketers and entrepreneurs to plan the beauty’s product placement by following the behaviors and needs of the Generation Z group by designing the content of product placements that are congruent with the drama’s content, creating brand familiarity and developing drama’s product placement strategies to have the consumers positively emotionally responded.
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