Thais' attitude towards product placement in gaming streamers on Youtube

Abstract

This research aims to explore the attitude of Thai people towards product placement in gaming streamers on Youtube. The research explores the relationship between Thais’ attitudes towards product placement and gaming streamers on Youtube. This quantitative research was conducted through an online survey which collected data from 200 Thai respondents, aged above 18 years old who noticed product placement in gaming streamers’ channel on Youtube.

The results from the study reveals that respondents’ attitudes towards product placement in gaming streamers on Youtube, categorized into product integration and video advertisement , result differently based on the categorization of product placement. Respondents had a moderate satisfaction towards using product integration in gaming streamers on Youtube (M = 3.65). In addition, respondents agreed that they find connection of product integration content to personality traits of streamers to be the most prioritized factors for the positive attitude (M = 3.97). On the contrary, respondents were not satisfied by using a video advertisement in gaming streamers on Youtube (M = 2.52). Respondents also agreed that entertainment provided by gaming streamers when running a video advertisement contributes as the least factor to give negative attitude (M = 2.61), while non-interruption ads provided by streamers when running a video advertisement were the factor with the most contribution to give negative attitude (M = 2.39). The results of this research also confirmed that there is a very low negative correlation (r = -0.15) between respondents’ attitudes towards product integration and gaming streamers on Youtube, and a very low negative correlation (r = -0.07) between respondents’ attitudes towards a video advertisement and gaming streamers on Youtube.