Exploring Young Consumers’ Exposure, Attitude, and Behavioral Response to YouTube Video Game Streaming’s Product Placement
DOI:
https://doi.org/10.7903/ijecs.2113Keywords:
YouTube, Video Game Streaming, Product Placement, Behavioral Responses, Generation Z and Y Consumers, ThailandAbstract
YouTube video game streaming is a popular entertainment among young consumers. As a result, product placement in YouTube video game streaming became a vital advertising tool but there are some concerns about how it might have an undesirable affect to young consumers. Therefore, to prepare for any issue that might occur, this study aims to 1) explore young consumers’ exposure, attitude, and behavioral response to YouTube video game streaming’s product placement and 2) examine the influence of exposure and attitude of YouTube video game streaming’s product placement on behavioral responses among generation Z and Y consumers. The results from a survey from 463 Thai samples show that most of the samples’ expose to product placement in the video game streaming which has been interwoven into a narrative, have positive attitude towards eco-friendly products, and agree that there should be regulations for product placement. Most behavioral response is to follow the game streamers’ channel. The result from t-test analysis shows that generation Z has more behavior responses than generation Y. The multiple regression analysis reveals that the most influential factor towards behavioral response is the affective or ‘Feel’ factor, such as product preference, reliability and positive attitude towards game streamers’ product placement.
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