Product / Brand Placements on Live Broadcasting Applications
AbstractAs a new communication channel live broadcastings have been more popular on social media platforms day by day. After the awareness of this popularity, the companies have started to use these channels more effectively such as placing products and brands on live broadcasts, promoting products and brands via celebrities and micro-celebrities. The aim of this study is to reveal the motivation and importance to watch live broadcasts on social media and to explore its effects on individuals and companies. Data was collected through a live broadcasting application and randomly selected broadcasts were watched 10 times in a day during 15 days. Totally 280 broadcasts were watched and the videos were analyzed based on previously determined criteria. These study were applied both in 2005 and 2007 to reveal the differences in time. The results of the indicated that the number audiences of live broadcasts have increased in time, the broadcasts located at the top are watched more, the day of the week and time of the broadcasts affect the numbers of the audience and approximately 50% of the broadcasts include product / brand placement