The Impact Of Celebrity Endorsement, Prominence, And Product Familiarity On Purchase Intention: Moderating Role Of Platform

Abstract

Both in offline and in online entertainment, product placement has become one of the largest marketing methods. This study will evaluate the impact of product placements in films, as well as on Over-the-Top (OTT) platforms,

on consumer purchase intent. The objective of this study is to identify how product

placement varies when viewing films in cinemas versus watching over-the-top (OTT) platforms.

A research illustrates how independent variables like product familiarity, celebrity endorsement,

and visibility are connected to the dependent variable of customer purchase intention

Total 143 individual’s data was collected through a survey on entertainment consumption and product placement. Partial Least Squares Structural Equation Modelling (PLS-SEM) using Smart PLS 4.0 was used for examining the data. PLS-SEM was selected.

The results illustrated that, while both prominence and platform effects were not significant, celebrity endorsement and product familiarity significantly influenced purchase intention.