PRODUCT PLACEMENT IN VIETNAM MUSIC VIDEOS ON CONSUMER BEHAVIOUR: THE CASE OF TIKI

Aims: The study aims to investigate the relationship between the acceptance of brand placement within music videos, specifically focusing on Tiki, one of Vietnam's largest e-commerce platforms, and its impact on brand attitude, plot connection, celebrity endorsement, modality, and purchase intentions. Place and Duration of Study: Targeting the audience of the campaign "Tiki - A companion with Vietnamese Stars" Methodology: Surveys were randomly distributed among young customers aged 15-36 years’ old, achieved 289 valid sample.Utilizing quantitative research which developed and tested four hypotheses Results: The findings demonstrate a significant correlation between product placement in Vietnamese music videos and consumer behavior, particularly highlighting the influence of plot connection, modality, and celebrity endorsement on brand attitude and purchase intentions. This underscores the importance of brand placement as a vital marketing tool for engaging younger consumers and shaping their purchase intentions. The study offers valuable insights for brand managers, emphasizing the significance of incorporating brand placement in music videos to impact marketing strategies and connect with the youthful demographic in Vietnam. Conclusion: The findings demonstrate a significant correlation between product placement in Vietnamese music videos and consumer behavior, particularly highlighting the influence of plot connection, modality, and celebrity endorsement on brand attitude and purchase intentions. This underscores the importance of brand placement as a vital marketing tool for engaging younger consumers and shaping their purchase intentions. The study offers valuable insights for brand managers, emphasizing the significance of incorporating brand placement in music videos to impact marketing strategies and connect with the youthful demographic in Vietnam.