Product placement has been widely used through the international film industry, but has seldomly been used in Malaysian films. The purpose of this study is to investigate the use of product placement in Malaysian movies as a catalyst for product purchasing behavior. The methods used for this study is textual and content analysis to study the main messages of using the product placement in movies as well as in-depth interview to get a more in-depth opinion of society towards the effectiveness of product placement in movies. The findings of the study are then divided thematically based on the content analysis and in-depth interview. It was found out that Malaysian are aware of product placement in Malaysia and that product placement impacts the consumer decision making.
Nurul Hanani Omar, Universiti Teknologi MARA, Malaysia
Jalilah Jaafar Sidek, Universiti Teknologi MARA, Malaysia
Nur Widad Roslan, Universiti Teknologi MARA, Malaysia
Stream: Humanities - Media, Film Studies, Theatre, Communication
This paper is part of the ACAH2017 Conference Proceedings (View)
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