Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.

中文翻译：

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产品展示位置的说服力

摘要。营销人员越来越依赖隐蔽的广告策略来说服消费者。本实证研究选择了新兴市场的背景来检验产品植入的有效性。使用实验设计，我们捕捉到了印度年轻成年人的情感和行为反应。结果表明，年轻人对产品展示位置持积极态度。建立了品牌态度变化在植入式态度与购买意向关系中的中介作用。该研究为执行因素对观众反应的影响提供了宝贵的见解。根据本研究结果讨论了对未来研究的启示和方向。