A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis


  • Truong Phi Hung Tomas Bata University, Zlin, Czech Republic
  • Kim Anh Dao Tomas Bata University in Zlin
  • Hoang Duc Sinh International University, National university of Vietnam
  • Nguyen Dieu Hue




product placement, brand placement, ethical concern, bibliometric, social media, movies


Product placement, also known as brand placement, has become a practice, in forms of media such as movies, music, games, cartoons and even social media. By increasing brand visibility and creating a sense of credibility for consumers it offers an avenue for advertising that doesn't feel like marketing. In this research study we have utilized methodologies to analyze the framework of the research field and the specific issue at hand by employing VoSViewer software. Our analysis focuses on a sample of 409 documents published between 1995 and 2023. The objective is to provide indicators including publication trends, citation patterns, notable authors, influential journals, and significant keywords. Additionally, we explore the reach of product placement research by examining its dispersion. This study contributes to both understanding and practical knowledge about product placements impact on consumer behavior brand management practices and social media platforms. Lastly. Importantly we emphasize the considerations that should be considered when implementing product placement as a marketing strategy, for any company.

Author Biographies

Kim Anh Dao , Tomas Bata University in Zlin

Kim Anh Dao is a fulltime Phd student at Tomas Bata University in Czech Republic. She received her Master of Administration in James Cook University in Singapore. Her main research area is marketing, consumer behavior.

Hoang Duc Sinh , International University, National university of Vietnam

Hoang Duc Sinh is a graduated Ph.D. student in Tomas Bata University. His main research area is Tourism and Marketing.