From East to West: a Study on the Cultural Differences in Gen Z's Perception and Attitudes of Product Placement

Kuah, Hui En (2024) From East to West: a Study on the Cultural Differences in Gen Z's Perception and Attitudes of Product Placement. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text Kuah Hui En Full Text RAV 202309.pdf Restricted to Registered users only Download (5MB)

Abstract

In today's globalised world, the influence of media and advertising transcends cultural boundaries. This research delves into the cultural nuances of Generation Z's (Gen Z) perception and attitudes towards product placement in media content either movies or shows. The study is anchored in Hofstede's Cultural Dimensions Theory, Cultivation Theory, and Cultural Adaptation Theory, aiming to unravel the intricate interplay between culture, media exposure, and consumer behaviour. The research population consists of Gen Z individuals, representing a diverse cultural background, from East to West. By leveraging a quantitative research methodology, including online survey questionnaires, the study explores how cultural differences shape Gen Z's responses to product placement in various media content. The survey delves into topics such as the impact of cultural context, psychological influences such as bias, and the impact of demographic factors on Gen Z perceptions and purchase intentions. Through in-depth analysis, this study aims to reveal the complex dynamics of cultural diversity in the contemporary advertising context. The findings not only contribute to academic discussions but also provide practical insights for businesses, marketers and policymakers as they grapple with the changing landscape of Gen Z consumer behaviour in a connected world. This study demonstrates the importance of understanding cultural differences in pursuing effective and culturally sensitive product placement strategies in today's globalised media environment. Keywords: Generation Z, Product placement, Cultural differences, Asian, Western, Hofstede’s Cultural Dimensions Theory