The Influence of Exposure and Attitude on YouTube's Product Placement Advertising on Thai and Japanese Consumer Behavioral Responses

Abstract

Technology has impacted people's lifestyles with the expansion of the internet, and YouTube has emerged as a popular platform for product placement ads, especially in Japan and Thailand. However, concerns exist about their impact on audiences. Thus, training advertising professionals to manage such issues is crucial. This study aims to investigate the current state of product placement advertising on YouTube in Thailand and Japan and how cultural differences impact consumer behavior, norms, and attitudes, topics that have not been explored previously. It also identifies factors that influence Thai and Japanese consumers' response to product placement on YouTube. This study utilized a quantitative approach to analyze data from 400 participants, comprising 200 Thai and 200 Japanese individuals who have experience in watching YouTube videos. The results of the multiple regression analysis indicate that "Consumer Ethnocentrism" has the greatest impact on the Thai sample group while "Exposure" has the greatest impact on the Japanese sample group. Meanwhile, "Purchase Intention" has the most significant impact on the combined Thai and Japanese samples. This research provides insights for marketers, particularly regarding product placement advertising on YouTube.