The Effectiveness of the Emotional Appeal of Product Placement on Youtube for Generation Z in Klang Valley

Tan, Zi Yan (2023) The Effectiveness of the Emotional Appeal of Product Placement on Youtube for Generation Z in Klang Valley. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Today, online advertising has quickly expanded to draw in a sizable number of targeted viewers. One of the well-liked platforms for marketers and advertisers to advertise their brands, goods, or services is YouTube. Due to the fact that most YouTube users prefer to skip or disregard commercials, certain advertisements are thought to be inefficient in influencing customer buying behaviour. In order to determine the efficacy of the emotional appeal of product placement on YouTube for generation Z in Klang Valley, this research paper will examine this topic. It spoke about the three factors—acceptability of YouTube product placement appearing in the video, emotional appeal that is applied to YouTube video content, and the credibility of YouTube content creators—that researchers use to assess the success of YouTube product placement advertising. In order to investigate the issue statement, this study employed quantitative research and an online survey questionnaire to grasp the thoughts of a person. 150 people will react to the online survey and provide their responses in total. As a result, this study showed that emotional appeal in YouTube product placement does bring positive impact towards Malaysians’ purchase intention on a product or service. Some YouTube content creator has a greater ability to persuade Klang Vallet young adults on purchasing the products or services by using emotional appeal to advertise. Overall, advertisers can understand how emotional appeal can create an impact on young consumers and make good use of it to increase their purchase intentions, attitude, brand awareness, brand recall, and positive word-of-mouth.