This study examines the relationships between media usage, attitudes toward product placement, and product placement-related behavior. Recently, product placement has been carried out not only on TV but also on Internet media. In addition to TV dramas, which prior studies have focused on, the Internet provides the user with fora that are conducive to exposure to product placement, such blogs and SNSs. In order to further understand the wider practice of product placement, this study explores the impact of media usage on the psychological and behavioral outcomes of product placement and mediated relationship between these constructs. It concludes with theoretical contributions and the direction of future research.
Friday March 23, 2018 3:45pm - 5:15pm EDT
Financial 2
