Ways to Implement Effective Product Placement on YouTube

Abstract

In line with marketers' growing use of product placement on YouTube, this study investigates elements of YouTube product placement that can ultimately affect viewers' purchase intention based on the theory of reasoned action framework. Structural equation modeling of data collected from 355 usable respondents demonstrates that three core elements of YouTube product placement affect attitudes toward brands which, in turn, affect purchase intention: relevance of a brand to a YouTuber's content, trustworthiness of the YouTuber, and favorability of the community on the YouTuber channel. The study also provides implications for marketers based on the findings.

A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis

“…Koo's study discovered that product placements on YouTube significantly influence the likelihood of making a purchase. Factors such as the relevance of the product to the content of the YouTuber, the perceived trustworthiness of the YouTuber, and the favorability of the community surrounding the YouTuber determine this effect (Koo, 2023).…”