The Impact of Product Placement on Brand Awareness and Consumer Behavior Among University Students of An-Najah National University in Arab TV Series- Netflix Series as a Case Study -
| dc.contributor.author | Sameera Zafer Aghbar | |
| dc.date.accessioned | 2025-08-18T10:55:45Z | |
| dc.date.available | 2025-08-18T10:55:45Z | |
| dc.date.issued | 2025-07-17 | |
| dc.description.abstract | Product placement has become an effective marketing communication tool that public relations firms need to pay attention to. It is mostly used and studied in Western media, with limited studies in the Arab world. Therefore, this thesis aimed to prove the presence of product placement in Arab TV series and films and analyze its impact on Arab audiences according to the brand awareness pyramid. Product placement was considered part of stealth marketing. The study examined the characteristics of successful product placement. The study included a detailed qualitative and quantitative analysis. A content analysis was conducted on four Arab TV series available on Netflix. The results showed that the most common features were audio content, positive context, and product association with a main character, lasting between 3 and 5 seconds. Additionally, the types of products were mentioned, and the national products featured in each series were highlighted. The quantitative approach included a conducted survey with a sample of 390 students showed that students are highly aware of and influenced by product placement, believing that the combination of audio and visuals is the most influential. They also found that a positive context and the product's association with a main character enhance the impact. The greater the number of appearances, the greater the impact. However, although drama series contain the largest number of products, comedy is more noticeable and has a stronger impact. Participants considered 10 seconds or more to be the most appropriate for creating an impact. In short, it was found that product placement increases audience purchasing intent and, in some cases, enhances brand loyalty, as audiences move through several stages of brand awareness. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.11888/20361 | |
| dc.language.iso | en | |
| dc.publisher | جامعة النجاح الوطنية | |
| dc.supervisor | Dr. Amer Al-Qasem | |
| dc.title | The Impact of Product Placement on Brand Awareness and Consumer Behavior Among University Students of An-Najah National University in Arab TV Series- Netflix Series as a Case Study - | |
| dc.title.alternative | أثر موضعه المنتج على الوعي التجاري وسلوك المستهلك لدى طلاب جامعة النجاح الوطنية في مسلسلات الوطن العربي- مسلسلات منصة نموذجا - NETFLIX |