MBA Journals Peer-reviewed management research from Consortium e-Learning Network

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    Predicting Product Placement Marketing Effects Under MediaMultitasking Behavior

    By Huang Hui-Hsin

    Abstract: This study investigates the relationship between product placement marketing effectiveness and media multitasking behavior in contemporary digital media environments. As audiences increasingly engage with multiple media platforms simultaneously, understanding how multitasking influences advertising outcomes has become an important issue for marketers and researchers. The study develops a stochastic model to examine how different product placement attributes, namely screen placement, script placement, and plot placement, interact with varying levels of media …

    Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 2, 2026 · pp. 11–18 Read article

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