ZENITH International Journal of Multidisciplinary Research
Year : 2019, Volume : 9, Issue : 4
First page : ( 8) Last page : ( 19)
Online ISSN : 2231-5780.

Influence of branded entertainment in media and the shaping of consumer preference-A qualitative analysis

Paul Sparsh, Rahman Syed Yaseer, Verma Abhisaar

Undergraduate B. Com (Hons) Research Scholar, Christ (Deemed to Be University), Main Campus, Bangalore

Online published on 8 May, 2019.

Abstract

With the advent of the 21^st century, the world has shifted to a new millennium which has redefined the constructs of culture, tradition and beliefs. There has been a paradigm shift in the functional environment that has been ever dynamic. This has led to the redefining of the way any form of discipline is defined and practiced. With the world becoming a more confined, connected industry, there has been the constant need to develop new ways of producing, distributing and marketing content to the target market since norms and standards of every discipline has changed. As such, new strides have been achieved in the field of marketing since the current status quo demands marketers, producers to be constantly in touch with their consumers, something which is now negated by traditional marketing techniques due to the evolution of technology such as the advent of the ‘Skip Ad’ option etc. all of which has empowered the consumer to control the content that he/she consumes. This has led to the creation of Product Placement as a form of marketing which has been significantly instrumental in bringing a major change in the field of marketing. Furthermore, there is the newer concept of Branded Entertainment which is an extended form of Product Placement wherein the product/service is woven into the storyline of the relative media so as to bring about a more personal attachment. The researchers found it detrimental to study the influence of Branded Entertainment in shaping and influencing of consumer preference between consumers of entertainment media and draw a parallel with the traditional forms to determine the importance and influence of Branded entertainment and also, to identify whether traditional forms of advertising are still relevant or are they deemed redundant concluding in marketers shifting to other, newer forms of marketing their content.

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