AMTP Proceedings 2026
A Qualitative Study of Product Placement in light of Perspective of Female Audience and Femvertising
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
In this study, I have tried to evaluate the perception of female consumers about product placement within movies and TV/Web Series in association with fictional female characters. To conduct this study a qualitative approach was taken using the mini discussion group method. After analyzing the findings from the mini discussion group, it can be said that women feel an association with fictional female characters who are inspiring, whom they can relate to, and whose personality and styling they admire. This association has an impact on their purchasing behavior too. Therefore, the association between the female audience and fictional female characters creates an association between the female audience and the brands related to the fictional female character through product placement. The findings of this study are not only limited to this as factors like- affordability, relevance, and redundancy related to product placement came up too.
Recommended Citation
Tabassum, Khusnud, "A Qualitative Study of Product Placement in light of Perspective of Female Audience and Femvertising" (2026). AMTP Proceedings 2026. 67.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/67
