대중문화 콘텐츠의 간접광고 효과 경로 연구 : 예능 프로그램을 대상으로

초록

The effectiveness of traditional interruptive advertising has gradually weakened due to the increase in advertising avoidance behavior and the expansion of streaming-based media environments. Accordingly, marketers have begun to pay greater attention to embedded advertising strategies such as product placement. This study applied the Stimulus–Organism–Response (S-O-R) model to propose an effect pathway through which viewers' perceptions of product placement attributes—including informativeness, entertainment, irritation, and credibility—are connected to purchase intention. The results revealed that perceived product placement attributes had a positive effect on advertising attitude,while advertising attitude positively influenced brand awareness and brand attitude formation. In addition, both brand awareness and brand attitude were found to have positive relationships with purchase intention. These findings may be applied to the development of product placement strategies and the enhancement of product placement effectiveness in entertainment programs.

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