(The Effect of Product Placement in New Media on Parental Purchasing Tendency: A Research on Children's Videos in Kırıkkale Province)

Abstract

Purpose – Product placement is one of the methods used to deliver marketing messages to the consumer. New media tools, especially social networks, which are developing and becoming widespread today, have resulted in product placement in these areas as well. The aim of this study is to investigate the effect of product placement on videos for children in social networks on parents' tendency to purchase products in videos. Design/methodology/approach – Studies on product placement in new media are generally related to internet-based games. Within the scope of the aim of the study, primary data were collected from 200 parents with children aged between 1-8 years in Kırıkkale province by convenience sampling method and analyzed. Findings – As a result of the analysis, it has been found that; the attitudes towards brands in the videos, the request of the child to purchase the products in the videos, the awareness of advertising and the recall of the products / brands in the videos, has a positive effect on the tendency to purchase products in videos. Discussion – The findings of the study support the idea that placing products for children on social media can be an important method for influencing parents' purchasing tendencies. At this point, it can be said that creating a positive attitude towards brands in children's videos will be beneficial for businesses.