Exposures, Attitudes, and Behavioral Responses of Young Consumers toward Product Placement through YouTube Video-Game Streaming

10.7903/ijecs.2113

Worawan Ongkrutraksa

YouTube ； Video-game Streaming ； Product Placement ； Behavioral Responses ； Gen-Y and Gen-Z Consumers ； Thailand

International Journal of Electronic Commerce Studies

13卷3期（2022 / 09 / 01）

45 - 67

英文

YouTube video-game streaming is a popular entertainment among young consumers. As a result, product-placement activities in YouTube video-game streaming have become one of the vital advertising tools, yet there are some concerns about how it might lend undesirable effects on young audiences. Therefore, to prepare advertising practitioners to cope with any issue that might occur, this study aims to 1) explore young consumers' exposure, attitude, and behavioral responses to product placement in YouTube video-game streaming, and 2) examine the influence of consumers' exposures and attitudes toward product placement through YouTube video-game streaming on behavioral responses among Generation-Y and Generation-Z groups. The results from a survey of 463 Thai samples show that most of the respondents' exposures to the product placement within video-game streaming are interwoven into the video narratives and that the respondents have positive attitudes toward eco-friendly products while agreeing that there should be regulations for online product-placement practices. Most behavioral responses of the respondents are their preferences to follow the game-streamers' channels. The result of the t-test analysis shows that Generation-Z respondents exhibit more behavioral responses than Generation-Y ones. Furthermore, multiple-regression analysis reveals that the most influential factor towards consumer behavioral responses is the affective or "Feel" component, such as positive attitudes toward eco-friendly products for online product-placement practices, product preference, reliability, and positive attitudes toward game-streamers' product-placement activities.

1. ABRUDAN, M.,NEAGA, Ş.(2018).How Do Romanian Post-Millennials Behave on YouTube? A Comparative Analysis of Contemporary Online Cohorts.Journal of Media Research,11(3)
2. P. Bump, "5 Things Gen Z Will Spend Money On & Why Marketers Need to Care," in Hubspot vol. 2022, ed: Hubspot, 2021
3. Cheng, C. C.,Shiu, E. C.(2012).Validation of a proposed instrument for measuring eco-innovation: An implementation perspective.Technovation,32(6),329-344.
4. D. o. P. Administration. (2021, Sep. 14) "Population and household statistics -Number of populations by ages, Registrar’s statistical system." [Online]. Available:https://stat.bora.dopa.go.th/new_stat/webPage/statByProvince.php?year=64
5. DITP. (2019, Dec. 29) Consumer Behavior and Marketing Channels for Different Generations. [Online].Available: https://www.thaitradeusa.com/home/?p=21482
6. Duffett, R.(2020).The YouTube marketing communication effect on cognitive, affective and behavioural attitudes among Generation Z consumers.Sustainability,12(12),5075.
7. Duffett, R.,Petroșanu, D.-M.,Negricea, I.-C.,Edu, T.(2019).Effect of YouTube marketing communication on converting brand liking into preference among millennials regarding brands in general and sustainable offers in particular. Evidence from South Africa and Romania.Sustainability,11(3),604.
8. ETDA. (2021,May 26). Internet users in Thailand [Online]. Available: https://www.etda.or.th/getattachmenta3ad051d-e372-48f6-9fbe-9a22de75666c/IUB2021_Slides-V5.pdf.aspx
9. Folkvord, F.,Bevelander, K. E.,Rozendaal, E.,Hermans, R.(2019).Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: an explorative study.Young Consumers
10. T. Francis and F. Hoefel, "True Gen’: Generation Z and its implications for companies," McKinsey & Company, vol. 12, 2018.
11. FTC. (2022, Sep. 4). Complying with COPPA: Frequently asked questions, 2015 [Online]. Available:https://www.ftc.gov/business-guidance/resources/complying-coppa-frequently-asked-questions
12. S. Kemp. (2021, Jul. 5). Digital 2021: Global Overview Report [Online]. Available: https://datareportal.com/reports/digital-2022-global-overview-report
13. Makanyeza, C.(2014).C. MakanyezaMeasuring consumer attitude towards imported poultry meat products in a developing market: An assessment of reliability, validity and dimensionality of the tri-component attitude model.Mediterranean Journal of Social Sciences,5(20),874.
14. Melissa. (2022, Sep. 4). TOP 20 GAMER IN THAILAND. [Online]. Available:https://starngage.com/top-20-gamer-thailand-20-อันดับ- เกมเมอร์ใน/
15. N. Muangtum. (2022, Jul. 14). Insight Generation 2022, Baby Boomer Gen X, Gen Y, Gen Z, Alpha. [Online]. Available:https://www.everydaymarketing.co/trend-insight/insight-all-generation-baby-boomer-gen-x-gen-y-millennials-gen-z-alpha-2022/?fbclid=IwAR3i8u5WWchpVZW_PsS5iVkzQ2DVC9e98CqlmT_TJe20i0WI2ajAzBumVUk
16. N. N. B. o. T. a. H. Editor. (2021, Oct. 3). Thailand aims to push its games and content industry [Online]. Available: https://www.thailand-business-news.com/business/85202-thailand-aims-to-push-its-games-and-content-industry
17. Ofcom. (2022, Sep. 4). Children’s media lives wave 6.[Online]. Available:https://www.ofcom.org.uk/__data/assets/pdf_file/0021/190524/cml-year-6-findings.pdf
18. Ongkrutraksa, W.(2021).The Analysis of Child YouTubers’ videos In Thailand to Develop Appropriate YouTube Advertising.AU eJournal of Interdisciplinary Research,6(2),34-41.
19. Ongkrutraksa, W.(2021).Gamer and Product Placement on YouTube in Thailand.The 1st International Conference on Children and Social Media: Present and Future Challenges in Advertising and Entertainment Content,Fuenlabrada, Madrid, Spain:
20. Ongkrutraksa, W.(2021).The Influences of Marketing Communications in YouTube on Behavior of Generation Y and Z Consumer.Journal of Public Relations and Advertising,14(1),1-12.
21. Ongkrutraksa, W.(2021).YouTube Marketing Communications and Children: A Case Study of Thai Youtubers.237th Iser International Conference,Pattaya, Thailand:
22. Ongkrutraksa, W.(2019).,Chulalongkorn University.
23. Ongkrutraksa, W.(2022).A Survey of Marketing Communications in Video Clips of Gamers on YouTube in Thailand.Journal of Public Relations and Advertising,15(1),1-15.
24. Russell, C. A.(2019).Expanding the agenda of research on product placement: A commercial intertext.Journal of Advertising,48(1),38-48.
25. Sampattavanija, K. W. a. P.(2008).Advertising.Bangkok, Thailand:Thammasat University Printing House.
26. Swanzen, R.(2018).R. SwanzenFacing the generation chasm: the parenting and teaching of generations Y and Z.International Journal of Child, Youth and Family Studies,9(2),125-150.
27. Thunyanooraksa, S.(2008).Bangkok, Thailand,Public Relations Faculty of Communication Arts, Chulalongkorn University.
28. Tutiasri, R. P.,Febriyanti, S. N.(2021).The Meaning of Millennial Generation Text: Reception Analysis of# KidsJamanNow.Journal the Messenger,13(2),162-178.
29. Vanichbancha, K.(2007).Statistical Analysis: Statistics for Management and Research.CU Print.