The Study on the Impact of Advertising Collaborations between Food and Gaming Brands Affecting Purchase Decisions of Malaysians Aged Between 18 to 30

Hee, Yi Zhen (2024) The Study on the Impact of Advertising Collaborations between Food and Gaming Brands Affecting Purchase Decisions of Malaysians Aged Between 18 to 30. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the dynamic world of the impact of advertising collaborations between food and gaming brands affecting purchase decisions of Malaysians aged between 18 to 30. This study's major goal is to analyse the complex interactions between these two seemingly unrelated fields and identify the factors that influence customer behaviour there. The research has been organised around three main aims in order to accomplish this purpose. The first objective focuses on examining the effectiveness of collaborations between food and gaming brands in creating awareness among the target demographic. Understanding how these relationships increase awareness is crucial in a world with constantly changing marketing tactics. The second goal focuses on identifying the direct influence of these partnerships on the purchasing choices of young Malaysians between the ages of 18 and 30. This study aims to clarify the precise influence that these partnerships have on consumer purchase behaviour, which is a complicated interaction of different elements. The third and final goal explores the subtleties of how these partnerships influence and affect the buying behaviour of the target market. An in-depth understanding of the phenomenon can be obtained by looking into the underlying psychological and emotional causes that lead to these choices. This study uses a mixed-methods strategy and draws on a strong theoretical framework that incorporates the Theory of Planned Behavior (TPB) and the idea of Crossover Appeal. In order to conduct a thorough investigation of the subject, information will be gathered through surveys, interviews, and content analysis. It is predicted that this work will make theoretical advances that go beyond marketing theory. The research intends to offer useful insights for marketers, brand managers, and policymakers looking to engage with young consumers in a constantly changing digital environment by revealing the synergies between food and gaming companies.