How YouTube Product Placement Shapes Thai Consumer Behavior: Insights from the COVID-19 Era
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This study examines the influence of media exposure and attitudes toward product placement advertising on YouTube on viewer behavioral responses, based on the AISAS theory (Attention, Interest, Search, Action, and Share). Specifically, it investigates overall viewer responses and three sub-components: interaction, engagement, and conversion. Data collected from 408 Thai members of Generation Y in Bangkok during August 2021, amidst the COVID-19 pandemic, were analyzed quantitatively. Multiple regression analysis revealed that "willingness to recommend the product to others" strongly influences both overall and each of the three subdivided viewer behavioral responses. Furthermore, exposure to YouTubers who create brand entertainment (through humorous or engaging content) moderately influences interaction (e.g., liking). Perceived product reliability moderately influences engagement (e.g., commenting), and a preference for eco-friendly products moderately influences conversion (e.g., purchasing). The model explained 48% of the variance in consumer behavior (p < 0.05). These findings have practical implications for practitioners and businesses, suggesting that Generation Y consumers are particularly concerned with product reliability and environmental impact. Therefore, they may be more discerning about advertising and more likely to seek additional information before purchasing.
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