Effectiveness of product advertisements made through Korean dramas within the young adults of Kota Kinabalu

• Main Author: Nursyuhada Seni
• Format: Academic Exercise
• Language: English; English
• Published: 2022
• Subjects: HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/35396/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/35396/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/35396/

Product placements are a strategy to further promote a brand by advertising its products by being featured in movies, dramas, and even television programs such as variety shows. It is a marketing strategy where the artists use any products of a certain brand, whether they are the ambassador of the brand, or the brand is one of the sponsors for the show. The exposure of the products then will lead the viewers to be interested in them. From there, it will lead the viewers to have the intention on purchasing the products. This study is made to further understand whether product placements or product advertisements done through Korean dramas are effective amongst young adults of Kota Kinabalu. By using cultivation theory, an analysis of advertisements in the form of product placement in Korean dramas acts as a medium to gain the interest of possible buyers within the audiences is made. The study was done by monitoring their interest in Korean dramas, brand awareness as well their purchasing intentions through an online survey. A total of 383 young adults residing within the Kota Kinabalu area participated in the survey that consists of four sections: personal information, behavioral involvement, brand awareness, and purchase intention. The findings of the study indicated that, overall, most of the respondents realized the product placement in Korean dramas and they do have the intention to purchase because of the actor or actress using it in the dramas they have watched.