Analyzing the Impact of Personalized YouTube Ads on Vietnamese Gen Z Consumer Behavior
Thai, Tran Van Khanh (2024)
Thai, Tran Van Khanh
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052817250
https://urn.fi/URN:NBN:fi:amk-2024052817250
Tiivistelmä
The background of this study focuses on understanding the dynamics of personalized YouTube ads and their influence on Vietnamese Gen Z consumer behavior. Recognizing the significance of digital platforms in shaping modern consumer choices, particularly among the digitally adept Vietnamese Gen Z demographic, prompted an investigation into the impact of personalized advertising strategies.
This thesis employs a quantitative research approach, utilizing data collected from Vietnamese Generation Z individuals, to investigate the impact of personalized ads on consumer behavior and purchase intention. Leveraging the Ducoffe Model as a theoretical framework, the study seeks to understand how Vietnamese Generation Z consumers engage with personalized ads on digital platforms, particularly on YouTube. The research methodology involves data collection through surveys, with analysis conducted using SMART PLS 4. The findings reveal significant insights into the relationship between personalized ads and consumer behavior among Vietnamese Generation Z individuals. Specifically, the study examines factors such as entertainment, informativeness, and irritation in relation to advertising value and purchase intention.
Overall, this study contributes to the existing body of knowledge on digital advertising and consumer behavior, particularly within the context of Vietnamese Generation Z consumers. The findings provide valuable insights for marketers and advertisers seeking to optimize their strategies for engaging with this demographic group and enhancing the effectiveness of personalized advertising campaigns.
This thesis employs a quantitative research approach, utilizing data collected from Vietnamese Generation Z individuals, to investigate the impact of personalized ads on consumer behavior and purchase intention. Leveraging the Ducoffe Model as a theoretical framework, the study seeks to understand how Vietnamese Generation Z consumers engage with personalized ads on digital platforms, particularly on YouTube. The research methodology involves data collection through surveys, with analysis conducted using SMART PLS 4. The findings reveal significant insights into the relationship between personalized ads and consumer behavior among Vietnamese Generation Z individuals. Specifically, the study examines factors such as entertainment, informativeness, and irritation in relation to advertising value and purchase intention.
Overall, this study contributes to the existing body of knowledge on digital advertising and consumer behavior, particularly within the context of Vietnamese Generation Z consumers. The findings provide valuable insights for marketers and advertisers seeking to optimize their strategies for engaging with this demographic group and enhancing the effectiveness of personalized advertising campaigns.