Efektivita product placementu na chování spotřebitelů

As conventional advertising methods lose traction, research indicates that covert advertising tends to be more effective when its promotional nature isn't immediately apparent. Consequently, contemporary advertisers increasingly utilize product placement to promote brands. Films and web series hold substantial sway over consumer behavior due to their cultural impact. While the efficacy of product placement has predominantly been scrutinized within movies and everyday consumer goods, this investigation centers on product placement within web series, using "Made in Heaven" as a case study. Notably, the unique aspect of product placement in "Made in Heaven" lies in its emphasis on premium products. However, the effectiveness of product placement for premium brands remains an understudied area, which this study aims to address. This study aims to examine the influence of premium product placements within the Web series "Made in Heaven" on young women consumers. Employing qualitative research, this study employed semi-structured interviews for data collection. The collected data was subsequently transcribed and subjected to qualitative content analysis using Holsti's method. The investigation revealed that the product placement of premium brands within "Made in Heaven" indeed impacts female consumers. These consumers collectively perceived a distinction between their own lives and the lifestyle depicted in the series, leading to minimal influence on their consumption patterns. Nonetheless, variations among study participants emerged. While some participants developed brand awareness and expressed a desire to possess the showcased products, others experienced limited influence. These differences predominantly stemmed from varying levels of awareness concerning product placement within the series and distinct levels of interest in the premium industry.