![Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5931/TOC-Subject-Sample-2021-Economics-Finance-Business-Industry.jpg"})
ABSTRACT
This study recognises the importance of product placement in film financing and marketing from motion picture firms’ perspectives. Thus, this study builds a theoretical model that allows motion picture firms to predict the number of product placements in movies. It also empirically tests the model, employing a sample of 398 U.S. movies. Results suggest that intrinsic cues are more important than extrinsic cues in predicting the number of product placements in certain genres of movies. Specifically, the number of product placements in a movie depends on the genre, distributor type, and rating.
Disclosure statement
No potential conflict of interest was reported by the author.
Additional information
Notes on contributors
Jiyoung Cha
Jiyoung Cha, Ph.D., is an assistant professor in the Department of the Broadcast and Electronic Communication Arts at San Francisco State University. Her research aims to understand the competitive dynamics of the media marketplace, how new media change audiences’ media consumption patterns and the business principles of media firms, and why audiences adopt or reject new communication technologies. She earned her Ph.D. in mass communication with a minor in marketing from the University of Florida.