The influence of indirect marketing activities of social media influencers and brand placement in series and movies on consumer's purchase intentions : A comparative study between traditional and new media.

Abstract

The purpose of this research is to study the influence of indirect marketing activities on the purchasing intentions of consumers. Indirect marketing activities place products and brands in traditional media such as series and movies and use social media influencers to promote brands in form of videos that suggest using the brand. The results of this study proved that product placement in traditional media “drama whether series or movies” is being noticed by the viewers and affects the viewers’ intention to buy. Also, social media influencers affect the purchasing intentions of the followers especially in the food industry. Furthermore, marketers find that product placement is a very important tool of advertisement and having social media influencers promoting for their products and brands are very beneficial. It has been noticed that males also get affected by the product placement in traditional media and the social media influencers as the females do. Most of the males and females who are viewers of traditional media and follow influencers are of age group 25-35 years old. This study uses the Hierarchy of Effects Model. The model consists of three main stages which are cognitive (Think), affective (Feel), and conative (Do). Both qualitative and quantitative techniques are used to measure the variables of the study. This topic falls under SDG number 12 about the Responsible consumption and production; ensuring that people have relevant information and awareness for sustainable development and ensuing sustainable consumption and production patterns, this is elaborated when people are influenced by the traditional media and the social media influencers.