Abstract:

Purpose - Product placement is one of the methods used in the transmission of marketing messages to the consumer. The new media tools that are developing and spreading use today, including social networks, have resulted in the use of product placement in these fields. The aim of this research is to study the impact of placing products on videos for children on social networks on the tendency of parents to buy products in videos. Method - Study on product placement in new media often appears to be related to internet-based games. In the framework of the study, the primary data of 200 parents with 1-8-year-old children in the district of Kırıkkale was analyzed by easy sampling method. Results - The analysis found that the attitudes towards the brands in the videos, the demand for the purchase of the products in the videos, the advertising awareness and the memory of the products/brands in the videos variables have a positive impact on the tendency to buy the products in the videos. Discussions - Research findings support the idea that placing products for children on social media can be an important way to influence parents’ purchasing trends. At this point, it can be said that creating a positive attitude towards brands in children’s videos will be useful for.