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Measuring the Influence of Product Placements in Korean Dramas on the Act of Purchase of Filipino Audiences

Author

Listed:
  • Bernard Angelo Advincula

    (College of Commerce and Business Administration; University of Santo Tomas; Manila, Philippines)

  • Madelaine Bernardo

    (College of Commerce and Business Administration; University of Santo Tomas; Manila, Philippines)

  • Andrea Nicole Soriano

    (College of Commerce and Business Administration; University of Santo Tomas; Manila, Philippines)

Abstract

Nowadays, product placements are becoming a prominent marketing strategy used primarily on films in other countries, such as in Korean dramas, but rarely or poorly done in the Philippines. This research aims to determine if the perceived influence of actors, product-story congruence, and the perceived influence of product function affects the Filipino audiences' act of purchase. The study consisted of 200 male and female audiences of Korean dramas, ages 18 to 34 years old and used simple random sampling. The validity and reliability of the survey were also tested, consisting of 30 respondents with an alpha value of 0.936. Regression analysis was utilized to analyze the strength of correlations between the independent and dependent variables. The results show that all of the three independent variables are significant to the dependent variable, which implies that it affects their act of purchase and brand awareness.

Suggested Citation

  • Bernard Angelo Advincula & Madelaine Bernardo & Andrea Nicole Soriano, 2021. "Measuring the Influence of Product Placements in Korean Dramas on the Act of Purchase of Filipino Audiences," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 3(2), pages 268-275, June.
    • Handle: RePEc:alk:jbms00:v:3:y:2021:i:2:id:2564
    DOI: 10.32996/jbms.2021.3.2.28
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