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ORIGINAL RESEARCH article

Front. Commun.
Sec. Advertising and Marketing Communication
Volume 9 - 2024 | doi: 10.3389/fcomm.2024.1396483

Are Product Placements in Music Videos Beneficial for the Artists? The Impact of Artist-Product Fit on Viewers' Persuasion Knowledge and Perceived Credibility of the Artist

Provisionally accepted
Holger Schramm Holger Schramm *Jana Kraft Jana Kraft
  • Julius Maximilian University of Würzburg, Würzburg, Germany

The final, formatted version of the article will be published soon.

    Although product placements in music videos are ubiquitous and a common form of advertising cooperation between companies and artists, few studies have addressed the topic, especially the artists' perceptions. This experimental online study examines the effects of fit between artist and product in music videos. Results show that good fit reduces persuasion knowledge and increases perceived credibility of the artist as well as viewers' willingness to share the video through electronic word of mouth (eWOM). These results highlight the need to understand viewers' perceptions of artists in promotional contexts to avoid dysfunctional promotional collaborations.

    Keywords: product placement, Brand placement, Music, Persuasion knowledge, credibility, Word-of-mouth (WOM), video

    Received: 05 Mar 2024; Accepted: 18 Jul 2024.

    Copyright: © 2024 Schramm and Kraft. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Holger Schramm, Julius Maximilian University of Würzburg, Würzburg, Germany

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.