PRODUCT PLACEMENT ADVERTISING ON THAI AND JAPANESE YOUTUBE: THE BALANCE BETWEEN SELLING PRODUCTS AND PROVIDING INFORMATION, SOCIAL AND ENVIRONMENTAL RESPONSIBILITY

Abstract

This research's objectives are 1) to explore product placement advertising on YouTube in Thailand and Japan 2) to explore product placement advertising on YouTube and the balance between selling products and providing information, as well as social and environmental responsibility. This study used qualitative method, an in - depth interviews with a total of 4 samples (2 Thai and 2 Japanese samples). Through the selection of specific people with advertising expertise, who present content on YouTube in an interesting way and have knowledge or understanding of YouTuber. The research found that product placement on YouTube in Thailand and Japan are increasingly being used as an advertising tool. But the differences between the two countries are clear: Japan still places more emphasis on television than on online media. In choosing to receive products for advertising, it was found that the Thai interviewee thought that it depends on the YouTuber's presentation style, or lifestyle. The Japanese have a viewpoint on reliability and budget. The most effective form of advertising in the minds of the first Thai interviewee is product comparison advertising. The second Thai interviewee is advertisements that can be skipped and product placement, which corresponds to the thoughts of Japanese. Both Thais and Japanese agree that the best type of advertising is to blend in with the content of the video clip without trying to sell too much because it may cause annoyance to consumers. The balance between selling products and providing information should be selling products and providing appropriate information. Presenting content in a socially responsible manner is essential in a society that is facing environmental pollution problems.