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Product Placement In Games: A quantitative study of how product placement in games affect on consumers' attitude towardthe brand.
Linnaeus University, School of Business and Economics, Department of Marketing. (B2)
(B2)
(B2)
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this research paper was to explain how product placement in games influences the consumer’s attitude towards the brand. The aims during this work with the purpose in mind were to utilize quantitative methods in the pursuit of fulfilling the objective of answering how certain placement strategies can affect individual consumer’s attitudes. As said, quantitative methods are used in combination with deductive reasoning, hence meaning that researchers of this paper make use of such programs like google docs questionnaire (for collecting data and creating surveys), SPSS statistics (for measuring the given data and assembling patterns/relationships). Since these kinds of methods were used, it means that both primary and secondary sources were made use of by the authors. Findings concerning the research put forward in this paper indicates that the most significant kind of placement strategy which is motivated why its significance value, is Plot and narrative placement. research presented in this work is represented by three hypotheses. H1-screen placement, H2 -script placement and H3 plot placement. All hypothesis except the third one was accepted through 2 produced positive results (H2, H3) while one produced negative results (H1). As a wrap-up summary of this, consumers who play games seem to have a more positive attitude towards brands utilizing screen and plot placement rather than script placement. Hence having a better attitude when it comes to product placement in games compared from the previous studies. Researchers suggest using qualitative research to cover for more factors concerning product placement in games which may affect consumers'' attitude toward brands. This together with a further focus on random sampling may produce an interesting result.

Place, publisher, year, edition, pages
2019. , p. 72
Keywords [en]
Product Placement, Script Placement, Screen Placement, Plot Placement, Consumer Attitude, Brand.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-85603OAI: oai:DiVA.org:lnu-85603DiVA, id: diva2:1327045
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-19 Last updated: 2019-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • en-US
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  • Other locale
More languages
Output format
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