The Effects of Catchy Advertising Jingles and Celebrity Endorsements Used by Shopee on Youtube towards Brand Recall among Generation Z in Kuala Lumpur

Ngoh, Leng Chai (2022) The Effects of Catchy Advertising Jingles and Celebrity Endorsements Used by Shopee on Youtube towards Brand Recall among Generation Z in Kuala Lumpur. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

These days’ consumers are exposed to a large number of advertisements on a continuous basis. This study was carried out to measure the effects of catchy advertising jingles and celebrity endorsement used by Shopee on YouTube toward brand recall among Generation Z in Kuala Lumpur. Advertisers are facing challenges in making brand presence and sustaining business as most of the E-Commerce brands do not realize the importance of catchy jingles and celebrity endorsements in advertising. However, there are few e-Commerce brands that are successful and expanding their business. In this study, the objective is to determine the effects of catchy advertising jingles and celebrity endorsements used by Shopee on YouTube among Generation Z in Kuala Lumpur, and to find the advertising methods that would attract and influence consumer purchasing decisions among Generation Z. To discover the behaviour of Generation Z towards the Shopee brand, the researcher has collected 100 responses from survey questionnaires using Google Form. This research was conducted on 100 respondents with different groups of ethnicity, occupation and gender. Data was collected by a reliable questionnaire, consisting of five sections including demographic profile of respondents, media habits and consumption, brand awareness and action towards Shopee’s advertisements and the effects of celebrity endorsements with jingles on YouTube towards brand recall. The application of several theories and models are used in the research to understand the factors.