sajm






Does Zapping Behavior Lead to In-Film Branding? – A Study of TV Viewers

Kompalli Sasi Kumar* and Shesadri Kiran Tharimala**

DOI: https://10.62206/sajm.31.4.2024.53-83

PUBLISHED :13 FEB 2025

Abstract

The main purpose of the study is to understand whether zapping behavior of television viewers during commercial breaks leads to In-film branding? The study proposed to test the hypotheses as zapping behavior of adult TV viewers is not significantly infuelnceing the brand prefercne, brand recall and brand placement acceptance decisions. The study intensively explores the effect of proposed hypotheses on purchase intentions of the TV viewers. The study designed a structured questionnaire and collected data through offline and online platforms from 306 adult television viewers. To test the proposed model, study employed multivariate statistical technicques, viz., Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) and measured the direct and indirect effects of the proposed constructs. Results of the study indicate that zapping behavior of the viewers had significant and positive impact on brand placement acceptance and brand preference. In the study, along with the direct effect between Zapping and BPA, indirect effect is also measured by considering BPA and Brand Recall (BR) as mediating constructs. The test results proved that BPA and BR had partial mediation effect on brand preference (BP). The brand preference had shown significant and positively high impact on Purchase Intention (PI) which is the outcome construct of the study. Further, the proposed and tested model in the study found to be empirically robust. Advertisers can adopt product placement in movies as one of the key promotional strategies to overcome the threat caused by zapping behavior. The prominent product placement in movies yields good brand reputation for the advertisers because it significantly influences the purchase intention.

Key Words

Brand placement, Brand preference, Brand recall, In-film branding, Purchase intention, Product Placement, Zapping behavior

Author Biography

Kompalli Sasi Kumar*
Associate Professor, Finance & Accounting, GITAM School of Business -Hyderabad (GSB-H), GITAM Deemed to be University, Hyderabad, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Shesadri Kiran Tharimala**
Professor & Dean, Department of Business Management, Ashoka Women's Engineering College, Kurnool, Andhra Pradesh, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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