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Product Placement Approaches on YouTube:Impactful Tips from Influential YouTubers amid theCovid‐19 Pandemic |
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| รหัสดีโอไอ | |
| Creator | Worawan Ongkrutraksa |
| Title | Product Placement Approaches on YouTube:Impactful Tips from Influential YouTubers amid theCovid‐19 Pandemic |
| Publisher | Chulalongkorn University |
| Publication Year | 2565 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 15-24 |
| Keyword | YouTube, Covid-19 pandemic, Product placement |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2697-4428 (Print); 2630-0621 (Online) |
| Abstract | Amid the Covid-19 pandemic in 2021, Thai audiences tended to developmore bonds with, and thus dependency on, YouTube platform. This paperaims to explore YouTubers’ adoption of the product-placementadvertising approach and investigate the impactful tips that work for“product placement” on YouTube amid the Covid-19 pandemic, as sharedthrough in-depth interviews by four influential YouTubers. Importantrecommended tactics for product placement in YouTubers’ channelsare:1) select advertised products/services based on compatibility withtheir contents, 2) emphasize honesty toward their viewers, 3) aware ofall sorts of negativity, 4) beware of producing or presenting contents thatcould potentially violate existing laws or rules, 5) attend to contentdetails that may affect their viewers, 6) express the care and caveat onenvironmental issues, and 7) be careful in offering comments orproviding feedback that might drive a wedge between contentiousinterest groups. In sum, Harmonic Communication is a three-stepHarmonic approach to improving the credibility of product-placementadvertising via YouTube programs and channels. Moreover, a surge inonline usage of advertising media following consumer-mobilityrestrictions during the Covid-19 pandemic has necessitated effectiveregulatory interventions. |
