Short-Form Content: Investigating the Influence of Lazada's Youtube Shorts on the Behavioural Response Among Malaysian Youth

Chong, Zi Xuan (2024) Short-Form Content: Investigating the Influence of Lazada's Youtube Shorts on the Behavioural Response Among Malaysian Youth. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The current study explores the evolving short-form content market by examining the impact of Lazada's YouTube Shorts on Malaysian youth's behavioral responses. The consumption of short-form material has significantly changed the landscape of digital media in recent years, and this study aims to provide insightful information specifically relevant to the context of e-commerce and youth involvement. The problem statement focuses on the requirement to comprehend how key market segment, Malaysian adolescent demographic, behaviors are impacted by platforms like Lazada using YouTube Shorts. This study is important because it has the ability to clarify the complicated details of customer behavior in the context of e-commerce using a well-liked short-form content format. This study will employ the qualitative technique to gain a comprehensive understanding of the issue, surveys, interviews, and content analysis will be used. This study's consequences go beyond academics and into marketing, digital content development, and e-commerce strategy. Chapter 5 delves into the complexities of Gen Z's interaction with Lazada's YouTube Shorts. The analysis for Research Objective 1 uncovers the visual and music elements that captivate the Gen Z audience, emphasising the importance of high-quality visuals, distinctive colours, and the presence of influencers. Research Objective 2 investigates how exposure to YouTube Shorts influences Gen Z's awareness of Lazada's products and promotions. Finally, Research Objective 3 sheds light on the important relationship between short-form content and Gen Z purchasing behaviour, emphasising the role of visual elements and content in shaping decision-making processes. The incorporation of these findings into the abstract allows for a more nuanced understanding of the dynamics in Gen Z's engagement with Lazada's YouTube Shorts. Keywords: Short-form content, YouTube Shorts, Lazada, Behavioural Response, Malaysian Youth