Long-term impact of film-induced emotions
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Journal Title
Journal ISSN
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School of Business |
Master's thesis
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Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
59 + 22
Series
Abstract
Films have become essential platforms for product placements in the digital age of integrated marketing communication, utilising the strong emotional bonds they create to shape customer behaviour and brand perception. Films have the ability to bring strong reactions, which influences how viewers see brands and what type of relationship they have with the brand and products in the future. This thesis examines how emotions evoked by films affect consumer perceptions of brands and their behaviour, with an emphasis on the long-term effect of brand placement and identifying successful product placement strategies. The three primary sectors this thesis addresses are what the long-term effects of film-induced emotions are on brands, the role of emotional reactions, and what types of strategies marketers and filmmakers can utilise in the future. The thesis focuses on conative (intention to purchase, brand choice, brand usage behaviour), and cognitive (brand perception, brand salience, brand recognition, and brand recall) outcomes, which reveal a multifaceted relationship between brand perception and mood. In survey setting, mood appears not to significantly impact conative and cognitive outcomes, but research on existing literature shows that there is a relationship between these effects. This emphasises, that there is a need to conduct further research, such as longitudinal studies, on the subject. The research gives insights into the intricate relationship between emotion, and conative and cognitive outcomes and suggests ways for marketers to enhance marketing strategies in the film industry to be able to develop and implement successful product placement strategies considering the impact of emotion.Description
Thesis advisor
Tikkanen, HenrikkiBlakaj, Hedon
Keywords
product placement, film-induced emotion, consumer behaviour, film industry