The Effect of Product Placement in Animation on Generation Z Consumers

Zitong Cheng () and Yukari Nagai ()
Additional contact information
Zitong Cheng: Department of Creative Society Design, Japan Advanced Institute of Science and Technology, Nomi City 923-1292, Japan
Yukari Nagai: Department of Creative Society Design, Japan Advanced Institute of Science and Technology, Nomi City 923-1292, Japan

Societies, 2024, vol. 14, issue 5, 1-14

Abstract: In recent years, the animation market in China has flourished, and many brands use animation as a popular promotional platform to showcase their products and brands through product placement, benefitting from this marketing approach. Therefore, there is an urgent need to investigate the impact of product placement on Generation Z consumers—the primary audience for animation. In this study, we used popular Chinese animation to investigate Generation Z consumers’ cognition, attitude, and purchase intention regarding product placement. The results show a significant correlation between brand cognition, attitude, and purchase intention. Low-profile brands achieve better product placement effects in animation than high-profile brands. This study also established a mathematical model of participants’ post-cognition, post-attitude, and post-purchase intention regarding product placement in animation through factor analysis. This mathematical model intuitively shows that the effect of product placement in animation is primarily determined by the audience’s post-attitude.

Keywords: Generation Z; consumer behavior; Chinese animation; product placement; cognition; attitude; purchase intention (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2075-4698/14/5/61/pdf (application/pdf)
https://www.mdpi.com/2075-4698/14/5/61/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsoctx:v:14:y:2024:i:5:p:61-:d:1387706

Access Statistics for this article

Societies is currently edited by Ms. Farrah Sun

More articles in Societies from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().