The Effectiveness of Samsung Product Placement in Korean Drama

Abstract

The worldwide success of placing products in Korean dramas as a powerful advertising tool inspired this study. However, past studies have shown inconsistent and contradictory findings regarding product placement in Korean dramas, which has a significant relationship with brand recall. Thus, this study aims to determine how recent Korean dramas use product placement to promote and raise awareness of South Korean products. The objectives of this study are 1) to understand the impact of Korean drama script placement (audio) on brand recall; 2) to examine the impact of Korean drama screen placement (visual) on brand recall; 3) to investigate the impact of Korean drama plot placement on brand recall. The tripartite Typology of Product Placement was derived as the theoretical research of this study. The quantitative method in the form of a survey was applied to assess the important relationship between independent and dependent variables. The research respondents were active international Korean drama viewers in the KFriend Facebook group. SPSS was utilised to analyse and evaluate the relationships between the study's hypotheses. The findings indicate that script placement (audio), screen placement (visual), and plot placement have a significant relationship with brand recall among Korean drama viewers.