Viewers response towards brand placements credibility in reality shows: does brand image matter?

Title

Viewers response towards brand placements credibility in reality shows: does brand image matter?

Creator

Jayapal, Jegan; C, Harishree

Description

Purpose This study aims to investigate the impact of brand placements in reality shows on viewer perceptions. Specifically, it aims to explore whether the brand image of a reality show influences the credibility of these placements and how viewers respond to such integrations. By examining this relationship, the paper contributes valuable insights for marketers, advertisers and content creators seeking to optimise brand placements within reality television. Design/methodology/approach A conceptual model based on source credibility theory was developed. The hypothesised relationships were tested using the partial least squares-structural equation modelling method. Data was separately collected through a stimulus-based questionnaire. For the final data analysis, 393 usable questionnaires were used. Findings Through rigorous analysis, the authors unearthed several key findings. Firstly, brands with a positive image significantly enhance the credibility of their placements. Viewers are more receptive to products associated with reputable and relatable brands. Secondly, the seamless integration of brands within the shows narrative fosters authenticity. Viewers perceive placements as less intrusive and more credible when placements align with the programs context. Thirdly, not all viewers respond uniformly. Demographics, lifestyle and viewing habits influence how brand placements resonate. Tailoring strategies to specific audience segments is essential. Originality/value Prior research on brand placements predominantly concentrated on quantitatively investigating films and video games. Nevertheless, these studies have not included viewers consuming behaviours in reality shows. Previous empirical studies in reality shows have not developed a conceptual model incorporating the identified moderator (reality show brand image) to explain the impact of brand placements in reality shows. Finally, this study unravelled the complexities of viewer engagement and its potential impact on consumer behaviour by examining the moderating role of pre-existing brand image on audience receptivity. 2025 Emerald Publishing Limited

Source

Journal of Indian Business Research;

Date

01-01-2025

Publisher

Emerald Publishing

Subject

Advertisement and marketing; Advertising effectiveness; Brand image; Branding; Marketing communication; Product and brand management

Coverage

Jayapal J., Rajagiri Business School, Kochi, India; C H., Department of English and Cultural Studies, Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 17554195;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/JIBR-07-2024-0174

https://www.scopus.com/pages/publications/105017485552?origin=resultslist