Product placement and brand attitude development in the age of digital media with disclosure and persuasion knowledge related to brand association. A review paper from the last decade

Abstract

Due to the obvious increased clutter and customers' purposeful avoidance of traditional marketing, marketers have developed new strategies to effectively engage with their customers. One such method is to include media-based product placements in the tale. When customers are aware of prominent placements, their perceptions about the put goods may become less optimistic than more favorable. The promotional placement of a product or brand in a film, television series, or other entertainment programming is known as product placement or brand placement. In recent years, YouTube has hugely impacted customer attitudes and behavior toward companies. Vloggers influence user attitudes by endorsing items in their evaluations and analyses of product vlogs. According to the current study's findings, brand placement in digital media sources such as the web, mobile, and social media networks rose at the quickest rate ever in 2019, increasing by 20.9 percent. Studies have used YouTube to look at audience awareness as a significant modulator of product placement's effect. Product placements and other advertisements have become more prominent in entertainment venues, making customers more aware of them while raising their apprehension.