An Exploratory Research on the Role and Influence of Product Placement in Korean Dramas: How can South Korean PPL Affect Customer Behavior and Brand Awareness?

Said Ranya (2023) An Exploratory Research on the Role and Influence of Product Placement in Korean Dramas: How can South Korean PPL Affect Customer Behavior and Brand Awareness? Faculty of Commerce, Catering and Tourism.

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Abstract

An exploratory research on the effectiveness and role of product placement in South Korean dramas, regarding brand awareness, influence on customer behavior and perception.  Nowadays instead of watching programs that can disrupt their entertainment, people more likely turn to content they can watch without interruptions. Therefore, companies turn to product placement to reach their audiences. The aim of this research is to find out, with the help of qualitative research methods (questionnaire and interviews) how product placement in Korean dramas make an impact on viewers, while simultaneously conclude whether brand awareness and recognition are more effective goals of PPL, than sales generation.  Consequently, we confirm how product placement aids brand recognition and forms positive associations towards the brands featured in the K-dramas. While we learn that exposure and awareness are the main drivers of interest, we also get an insight on how familiarity and association with the plot and its characters positively aid product placements. As a result, we conclude how product placement carries the role of storytelling and makes the marketing strategy more acceptable for K-drama viewers. Finally, we determine that although purchases are mainly the result of awareness, and their effects are mostly felt in the long term, there are factors, such as physical features of the brand that can alone influence purchasing decisions. All in all, the thesis serves an overall insight on the role of South-Korean PPL and viewers' attitude towards the marketing strategy.

Institution

Budapest Business University

Kar

Faculty of Commerce, Catering and Tourism

Department

Kereskedelem Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kereskedelem és marketing

Item Type:	Thesis (UNSPECIFIED)
Uncontrolled Keywords:	brand awareness, brand recognition, brand visibility, Customer Behaviour, entertainment marketing, k-dramas, product placement, storytelling
SWORD Depositor:	User Archive
Depositing User:	User Archive
Date Deposited:	2023. Mar. 19. 18:21
Last Modified:	2023. Mar. 19. 18:21

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