Ways to Implement Effective Product Placement on YouTube

In line with marketers' growing use of product placement on YouTube, this study investigates elements YouTube that can ultimately affect viewers' purchase intention based the theory reasoned action framework. Structural equation modeling data collected from 355 usable respondents demonstrates three core attitudes toward brands which, in turn, intention: relevance a brand to YouTuber's content, trustworthiness YouTuber, and favorability community YouTuber channel. The also provides implications for marketers findings.