The Influence of Product Placement Advertising on Short Video Platforms on Consumers’ Purchase Intention

DOI

10.2991/978-94-6463-874-5_121How to use a DOI?

Keywords

Short video; Marketing; Advertising; Consumer; New media

Abstract

With the growing popularity of short video platforms, embedded advertising has become a major source of income. However, the relationship between customers’ purchasing patterns and the effectiveness of integrated advertising communication remains a subject of academic debate. This paper conducts a study centered around the impact of product placement advertisements on short video platforms on consumers’ purchase intention. The research reveals that content marketing in short videos has advantages such as flexible dissemination and low costs. The integration of content creativity and scenarios can effectively enhance the acceptance of advertisements. However, excessive product placement may trigger resistance among users. Through a case analysis of the collaboration between Kans and TikTok influencers, this paper aims to explore aspects such as the form of product placement, release strategies, and user feedback. Theoretically, a model of “content fit-psychological acceptance-behavior conversion rate” is constructed, indicating that the effectiveness of advertisements is based on the process “from situational immersion to cognitive engagement, and ultimately to perceived value”. This research enriches the understanding of the interaction mechanism between advertising and consumer behavior, provides suggestions for brands to formulate placement strategies. In the future, comparative research on different platforms can be expanded, and quantitative verification techniques can be introduced.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yi Kuang
PY  - 2025
DA  - 2025/11/03
TI  - The Influence of Product Placement Advertising on Short Video Platforms on Consumers’ Purchase Intention
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1052
EP  - 1063
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_121
DO  - 10.2991/978-94-6463-874-5_121
ID  - Kuang2025
ER  -