THE EFFECT OF PRODUCT PLACEMENT TYPE IN BRANDED WEB SERIES ON BRAND ATTRACTIVENESS

• Main Author: Rahmadani Setiawan, Safira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49618
• Institution: Institut Teknologi Bandung

Advertising has become a new challenge for a brand in today’s world. Marketers need to put more effort in advertise their brand in this competitive environment. Thus, a different approach performed by a marketer by embedding it in a series. Responding to how products became the main focus in series to achieves their goals becomes a challenge for marketers on how to make it became attractive. However, there is no sufficient literature that studies how product placement in web series could make the brand more attractive and influences the audience’s willingness to have a positive attitude towards the brand for further approach. With the development of a practical approach, brands are now shifting to perform on how they gain engagement and connect with their audiences. This research intends to find out how audiences perceived web series, what extent of product placement could influence brand attractiveness, became effective influences customers’ minds, and recommendations that can be done by brands and marketers to be implemented in their web series. Researchers explore factors (product placement, brand awareness, perceived brand image, brand attractiveness) that are adapted from related journals. This research will use PLS-SEM to analyze the relationship between factors. Besides, researchers will use the Kruskal Wallis test to compare 3 branded web series to gain insight into the further practical recommendation and semi-structured interview to help analyze the result. The result indicates that perceived brand image, types, and frequency of placement and context are affecting audiences towards how they perceived the brand to be attractive. The findings of this research are expected to enhance the brand and marketers’ knowledge about how to maximize the usage of product placement in web series Indonesia.