The Impact of Celebrity Endorsement, Prominence, and Product Familiarity on Purchase Intention: Moderating Role of Platform

In both offline and online forms of entertainment, product placement has proven to be one of the greatest marketing strategies. This research will assess the effect of product placements within movies, as well as on Over-the-Top (OTT) applications, on customer purchasing intention. While viewers watch videos on different platforms, they will be studied in light of their brand attitude in response to media interactions involving character actions, brand mentions, and the incorporation of audio-visual material into the story. This research will aim to bridge the gap between passive brand exposure and active consumer decision-making. Through a survey, respondents’ views of product placement per their entertainment usage will be collected from 143 individuals. Factor analysis and regression modelling will be used to determine the strength of relationships between variables of product placement and consumer purchase. An assessment of product placements in movies significantly influence purchase intention. It will further determine whether placement on theatres is more effective than on OTT, which is important for understanding audience consumption in contemporary times.