The Correlation Analysis and Kruskal - Wallis Test of the Relationship between AD Placement and the Information Acceptors Cognitive Behavior - A Case of Bilibili Life-Theme Video Platform

Benefiting from the popularity of short videos, Bilibili becomes one of the most vibrant video communities in China and establishes unparalleled leadership among Generation Z+. Since Bilibili commits that they would never set pre-roll advertisements, companies can only collaborate with uploaders, who are the video makers and the owners of video channels, to make product placement (or ad placement, brand placement) in the videos. In order to investigate the influence of product placement in Bilibili life-themed video on viewers’ perception, the researcher obtained the data of 150 life-themed videos (including data about the number of video plays, likes, coins, favorites, share, level of product placement, the location where the brand first appeared, etc.), and used SPSS 19 as a tool to make correlation analysis and Kruskal-Wallis Test. According to the results, the author made five conclusions. First, viewers of life-themed videos on Bilibili approve uploaders for product placement and secondly, viewers would like to share the video containing brand placement. The study also conclude that the making product placement in the second half of the video is more likely to be accepted by the audience. Fourthly, audience does not want all the product placement to be concentrated in one part of the video. Finally, the majority of viewers believe that product placement has no relevance to video quality.