Author(s): Martin Sándor MOLDOVÁNYI, Árpád Ferenc PAPP-VÁRY

Title: BRANDEK A MAGYAR HIP-HOP VIDEÓKLIPEKBEN: EGY KVANTITATÍV KUTATÁS TAPASZTALATAI

Source: Š. Gubo, E. Kahler Korcsmáros, Sz. Svitek, J. Tóth (eds.): 17th International Scientific Conference of J. Selye University. Sessions of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-538-3

DOI: https://doi.org/10.36007/5383.2026.234

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2025, 234-252

Published on-line: 2026

Language: hu

Abstract: This study examines the role of brands in Hungarian hip-hop music videos. The theoretical framework outlines product placement and branded entertainment as distinctive approaches within marketing communication. Based on a survey of 124 respondents, the research explores how often audiences notice brand references, their attitudes toward such appearances, and how these influence perceptions of authenticity, emotions, and purchase intentions. Findings show that while viewers often recognize brands linked to fashion, cars, and luxury products, they generally do not find them disturbing. Product placements are largely tolerated in hip-hop videos, and their impact depends strongly on the artist’s credibility. The results suggest that brand appearances in Hungarian hip-hop are not only commercial insertions but also cultural symbols and tools of self-expression for performers.

Keywords: product placement, brand placement, branded content, branded entertainment, hip-hop, rap, music video

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