Comportamento do consumidor de streaming perante o product placement

Abstract

Thanks to the internet, the ways of consumption have been changing, and the ways of promoting products also needed to adapt. With product placement insertions on streaming platforms, specifically on Netflix, it became possible to relate products and services to productions that are part of the consumer's daily life.The objectives under study are related to the behavior of Netflix's consumers, and a search to analyze the extent to which product placement influences it. For this, the Survey research method was used, a quantitative model questionnaire, and thanks to this method it was possible to analyze and perceive the factors that influence the consumer, it is noteworthy that the results comprise, for the most part, a generation, and that this generation has preferences and influence groups, they prefer a visual and verbal insertion, which is what provides a connection between the brand and the plot, this says a lot about their influence groups, which reflect more the personal aspects than the scope social.The results are very interesting, and are in line with the theory, and when applied, they are efficient and generate levels of influence on their viewers. [resumo fornecido pelo autor]