The Impact of Product Placement in Movies through Celebrity Endorsement and Product Prominence on Consumers’ Purchase Intentions

Abstract

The purpose of this research is to study the impact of product placement and its factors celebrity endorsement and product prominence in movies on consumer purchase intention. The study used survey methodology where questionnaire was used as a tool for data collection. Further, using judgmental sampling method, a sample of 300 respondents between the ages of 18 to 35 was selected from different areas of Peshawar since more than 90% of the moviegoers belong to this age group being students (Barroso, 2011). For data analysis, Regression and ANOVA were used through SPSS. The findings of the study showed that product placement in movies through product prominence and celebrity endorsement play a significant positive role in consumers purchase intention. However, the level of impact of product prominence on consumer purchase intention is more than celebrity endorsement. Thus, this study will help practitioners in understanding the factors that need consideration while planning a product placement i.e. celebrity endorsement and product prominence, thereby enhancing consumer purchase intentions.