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Purchase Intention of Products Placed in Hollywood Movies Among Chinese Youth in Beijing

Purchase Intention of Products Placed in Hollywood Movies Among Chinese Youth in Beijing

Qing Zhu, Zulhamri Abdullah, Akmar Jkom, Jen Sern Tham
Copyright: © 2022 |Volume: 18 |Issue: 3 |Pages: 13
ISSN: 1548-3673|EISSN: 1548-3681|EISBN13: 9781799893882|DOI: 10.4018/IJeC.307126
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MLA

Zhu, Qing, et al. "Purchase Intention of Products Placed in Hollywood Movies Among Chinese Youth in Beijing." IJEC vol.18, no.3 2022: pp.1-13. http://doi.org/10.4018/IJeC.307126

APA

Zhu, Q., Abdullah, Z., Jkom, A., & Tham, J. S. (2022). Purchase Intention of Products Placed in Hollywood Movies Among Chinese Youth in Beijing. International Journal of e-Collaboration (IJeC), 18(3), 1-13. http://doi.org/10.4018/IJeC.307126

Chicago

Zhu, Qing, et al. "Purchase Intention of Products Placed in Hollywood Movies Among Chinese Youth in Beijing," International Journal of e-Collaboration (IJeC) 18, no.3: 1-13. http://doi.org/10.4018/IJeC.307126

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Abstract

Product placement has been graded as one of the most influencing and attractive marketing strategy in gaining an above-average returns and getting better business shares. In this research project , product placement as an marketing strategy was assess among the China’s youth in the Hollywood moves that how much China youth have been effected by the product placement strategy. To meet the objectives of the study, cross-cultural survey was conducted. The survey was based on well-structured adopted questionnaire. The target population was the youth of china and about 369 university students were participated in the research. Data was analyzed using SPSS. The study revealed that students had awareness of the product placement in the Hollywood movies. The result predicts that product placement is an effective marketing strategy, which are attracting china’s youth and influencing their purchase intensions. The results also proclaim that youth are free in taking decisions.

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