THE INFLUENCE OF PRODUCT PLACEMENT ADVERTISING ON BRAND LOYALTY AMONG CONSUMERS OF THE BOY’S LOVE SERIES MY LOVE MIX-UP FOR OISHI BRAND PRODUCTS

Abstract

This study aims to explore the factors influencing brand loyalty among consumers who watch the BL series My Love Mix-Up: Love Written with an Eraser, focusing on demographics, embedded advertising formats, and celebrity endorsements. With the rapid rise of the BL series genre, which has attracted numerous brands to incorporate embedded advertisements, this research seeks to examine how such innovative advertising strategies can create a competitive advantage. A quantitative approach was employed through an online survey targeting a convenience sample of individuals who have watched the series and noticed Oishi products featured in the show. Data were analyzed using descriptive statistics and multiple regression analysis. The results revealed that both the format of embedded advertising and the use of celebrity endorsers significantly impact brand loyalty, particularly when advertisements are integrated into key scenes and when the series' leading actors serve as brand ambassadors. Furthermore, demographic factors such as age and income also play a role in shaping brand loyalty. These findings offer valuable insights for marketers to refine their embedded advertising strategies, ensuring better alignment with consumer behavior and selecting appropriate celebrity endorsers to strengthen brand loyalty among BL series viewers.