Product Placement Across Digital Media: The Impact of Prominence, Modality, and Plot Connection toward Brand Recall on Korean Drama - Abstract

Aug 25, 2026

Uploaded by Ezra

This study examines how Prominence, Modality, and Plot Connection influence Brand Recall for the Korean drama Business Proposal. Descriptive quantitative research was conducted through questionnaires, analyzing 111 valid responses from Jakarta residents aged 15–25 who watched at least one episode. Multiple linear regression with SPSS evaluated the partial and simultaneous effects of the three variables on Brand Recall. Results show Prominence alone is not significant, while Modality and Plot Connection are significant, and all variables jointly affect Brand Recall.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages7

Reading Time18 min

AccessFree to download

Abstract

I. Introduction

Media and product placement

Korean drama and the Hallyu wave

Research background and rationale

Variables: prominence, modality, and plot connection

2022 5th International Seminar on Research of Information Technology and Intel ligent Systems ( ISRITI) | 978-1-6654-5512-1/22/$31.00 ©2022 IEEE | DOI: 10. 1 109/ ISR IT I 56927. 2022. 10052872 Product Placement Across Digital Media: The Impact of Prominence, Modality, and Plot Connection toward Brand Recall on Korean Drama ‘Business Proposal’ Elfrida Brigitta Priscilla K. International Business Management Program, Management Department, BINUS Business SchoolUndergraduate Program, Bina Nusantara University Jakarta, Indonesia 11480 [brigittapriscilla88@gmail.com](brigittapriscilla88@gmail.com) Viona Valency Hidayat International Business Management Program, Management Department, BINUS Business SchoolUndergraduate Program, Bina Nusantara University Jakarta, Indonesia 11480 [vionavalency@gmail.com](vionavalency@gmail.com) Ono Supriadi International Business Management Program, Management Department, BINUS Business SchoolUndergraduate Program, Bina Nusantara University Jakarta, Indonesia 11480 [ono.supriadi@binus.ac.id](ono.supriadi@binus.ac.id) Abstract—This study aims to examine the effect of Prominence, Modality, and Plot Connection on Brand Recall on Korean drama Business Proposal. This study was measured by descriptive quantitative methods by distributing questionnaires. Multiple linear regression using SPSS was used to examine 111 valid responses from 15-25- year-old Jakarta residents who have watched at least an episode of Business Proposal. The results of this research are that Prominence partially has no significant impact, while Modality and Plot Connection partially have significant impact toward Brand Recall. However, they have a significant impact on Brand Recall simultaneously. This research contributes to the study of brand recall in relation to product placement on movies and provides insights for product advertisers in movies. Keywords—product placement, prominence, plot connection, modality, brand recall I. INTRODUCTION Media is a tool or means used to convey messages to the public. At the same time, mass media are communication tools used to convey messages from sources to the public, such as newspapers, films, radio, and television [1] . We can find various kinds of media in everyday life such as TV, radio, newspapers, magazines, games, and even social media that we watch, read, or play every day. Along with digital developments and advancements, various new media have emerged whose its presence is sometimes not even recognized by its users to make them the consumers of certain products. Many companies undoubtedly use this opportunity as their marketing strategy to promote and increase market coverage. Films are able to convey messages in a more complex manner through the presentation of images and sound, as to provide a stimulus in the form of describing experiences about products or brands in the insertion of storytelling scenes in the film. One strategy that is used by companies is the product placement strategy. Product placement is a form of sponsorship collaboration where sponsors provide funds to achieve marketing communication goals. Television programs that collaborate alot in the form of product placements are the Korean drama series programs. Journal made by [2] stated that of the many television shows with different genres, the only show that can cause addiction to the audience is a drama series because the stories are interesting and related to everyday life. Another factor that supports the success of Korean drama series is the popularity of Korean drama series since the Hallyu Wave or Korean Wave phenomenon in 1997-1998 [3] . Reported by KOFICE on 2021 Global Hallyu Trends, Indonesia has the highest growth in Hallyu, which indicates the high popularity and high rate of growth in Hallyu. KOFICE also reported that Indonesia has the highest Brand Power Index among all countries in the Asia and Oceania. The consumption of drama is the highest among all Hallyu contents. Onli

FAQs

What variables does the study examine regarding brand recall in Korean drama?

The study examines Prominence, Modality, and Plot Connection as factors influencing Brand Recall for the drama Business Proposal.

How was the research conducted and how many responses were analyzed?

Data were collected using questionnaires and analyzed with SPSS. The regression used 111 valid responses from Jakarta residents aged 15–25.

What do the results indicate about the effect of Prominence, Modality, and Plot Connection?

Prominence has no significant partial impact, while Modality and Plot Connection have significant partial impacts on Brand Recall. All three variables together significantly influence Brand Recall.

Why is Business Proposal used as the research context?

Business Proposal is highlighted for its global popularity and the presence of well-known brands in its scenes, creating a relevant setting to observe product placement effects on recall.

Aug 25, 2026

Uploaded by Ezra