政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/156011

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/156011

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政大機構典藏 > 創新國際學院 > 全球傳播與創新科技碩士學位學程 > 學位論文 > Item 140.119/156011

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题名:	馬來西亞農曆新年音樂錄影帶中品牌植入效果 The Effectiveness of Brand Placements in Malaysian Chinese New Year Music Videos
作者:	陸欣柔 Rol, Lok Zen
贡献者:	蔡葵希 Christine Cook 陸欣柔 Lok Zen Rol
关键词:	馬來西亞農曆新年音樂錄影帶品牌植入效果市場 Effectiveness Brand Placements Malaysian Chinese New Years Music Videos Marketing Strategy
日期:	2025
上传时间:	2025-03-03 14:37:44 (UTC+8)
摘要:	馬來西亞是全球製作農曆新年音樂影片數量最多的國家，其中大部分影片至少包含一個品牌植入。本研究旨在探討品牌記憶、態度以及馬來西亞消費者行為意圖的影響。隨著傳統廣告方式逐漸失效，市場行銷人員正探索更具針對性的策略，例如產品植入，特別是在農曆新年這樣的節慶期間。馬來西亞農曆新年音樂影片市場為這些策略提供了獨特的機會。本研究聚焦於五部在YouTube上播放量超過400萬的農曆新年音樂影片，並採用便利抽樣法收集馬來西亞受訪者的反饋。關鍵研究結果顯示，品牌植入的娛樂性與觀眾分享內容的意願之間存在正向關係，這表明具有吸引力的節慶影片能顯著提升品牌的曝光度。此外，研究亦指出，行銷人員應優先提升音樂影片的內容與質量，而非過度依賴重複性的產品植入。整體而言，本研究強調了精心設計的品牌植入在馬來西亞農曆新年音樂影片中的潛力，提高品牌知名度，影響消費者行為，並通過情感共鳴與內容分享擴大品牌的影響範圍。這些發現為行銷人員在節慶期間優化廣告策略提供了寶貴的見。 Malaysia produces the highest number of Chinese New Year music videos globally, with most featuring at least one brand placement. This study investigates the impact of brand memory, attitudes, and behavioral intentions among Malaysians. As traditional advertising methods lose effectiveness, marketers are exploring targeted approaches like product placements, particularly during festive seasons. The Malaysian Chinese New Year music video market presents a unique opportunity for such strategies. This research focuses on five Chinese New Year music videos with over 4 million views on YouTube, utilizing convenience sampling to gather responses from Malaysians. Key findings reveal a positive relationship between the enjoyment of brand placements and the intention to share content, indicating that engaging, festive videos can significantly amplify brand exposure. Additionally, the study highlights that marketers should prioritize enhancing the quality and content of music videos rather than relying on repetitive product placements. Overall, this research underscores the potential of well-executed brand placements in Malaysian Chinese New Year music videos to boost brand awareness, influence consumer behavior, and extend reach through emotional resonance and content sharing. These findings provide valuable insights for marketers seeking to refine their advertising strategies during festive season.
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