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The Effect of Product Placement in Animation on Generation Z Consumers

Author

Listed:
  • 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)

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.

Suggested Citation

  • Zitong Cheng & Yukari Nagai, 2024. "The Effect of Product Placement in Animation on Generation Z Consumers," Societies, MDPI, vol. 14(5), pages 1-14, May.
    • Handle: RePEc:gam:jsoctx:v:14:y:2024:i:5:p:61-:d:1387706
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    References listed on IDEAS

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    1. David Vrtana & Anna Krizanova, 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship," Sustainability, MDPI, vol. 15(18), pages 1-18, September.
    2. KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 138-149, June.
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