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

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...

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Bibliographic Details

Published in:	Frontiers in Communication
Main Authors:	Holger Schramm, Jana Kraft
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2024-09-01
Subjects:	product placement brand placement music persuasion knowledge credibility word-of-mouth (WOM)
Online Access:	https://www.frontiersin.org/articles/10.3389/fcomm.2024.1396483/full