From Anime, Comics, and Games to Reality: Understanding Generation Z’s Buying Behaviours Towards Brand Collaborations in Malaysia

Tan Su Sin and Cindy Poh Huay Yuet
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Tan Su Sin: Strategic Communication, Tunku Abdul Rahman University of Management & Technology
Cindy Poh Huay Yuet: Strategic Communication, Tunku Abdul Rahman University of Management & Technology

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 3933-3939

Abstract: This study explores the buying behaviour of Anime, Comics, and Games (ACG)-related brand collaborations among Generation Z in Malaysia, a digitally dominant group influenced by pop culture and trends. It investigates the level of awareness of Generation Z about ACG works and their brand collaborations, examines how advertising strategies influence their motivation, and analyses the psychological factors impacting their purchasing decisions. The study uses the Uses and Gratifications Theory (UGT) and Elaboration Likelihood Model (ELM) to evaluate the motivations and insights behind their consumer behaviour. A quantitative research method involving an online survey targeting Malaysian Generation Z (aged 18-27) was employed. Findings highlight emotional connection, practicality, and uniqueness as key motivators for purchasing ACG-related products. Advertising strategies leveraging familiar ACG elements enhance brand engagement and purchase motivation. This research offers valuable insights for marketers aiming to connect with this demographic through ACG-related campaigns.

Date: 2025
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