Paper Title :Students’ Attitudes toward Product Placements: An Indian Perspective

Author :Ravineet Kaur, Rakesh Kumar Sharma, Apurva Bakshi

Article Citation :Ravineet Kaur ,Rakesh Kumar Sharma ,Apurva Bakshi , (2022 ) " Students’ Attitudes toward Product Placements: An Indian Perspective " , International Journal of Management and Applied Science (IJMAS) , pp. 17-20, Volume-8,Issue-7

Abstract : Abstract - There are ample opportunities for the promotion of branded products/ services in the entertainment media. This paper tried to investigate the factors influencing students’ attitudes toward product placements. Multiple regression analysis was used for analyzing the responses obtained through a survey. Indian students accept product placements in the movies. The findings of this study revealed that attitude towards product placement is a function of brand consciousness, peer communication and attitude towards advertising. This paper will help marketers in formulating their promotional strategies. Keywords - Movies, Product placement, Regression analysis, Students

Type : Research paper

Published : Volume-8,Issue-7

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