Tác động của Product Placement trong các video âm nhạc đến thái độ về thương hiệu của giới trẻ tại TP. Hồ Chí Minh

Abstract

Young people are becoming more and more interested in music as a kind of entertainment. Music videos are also made with the goal of giving the song the maximum possible visual and auditory impact. Because the music industry is getting more complicated and the public is becoming more demanding, artists must always put more money into their work. This is an opportunity for well-known artists and corporations to work together. Brands will be able to run PR campaigns for their products/brands by being sponsored to feature in artists’ music videos. This study was carried out to pinpoint the influences and explain how they affect young people’s perceptions of the use of product placement. From there, various ways to enhance brand perception are suggested.