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Impact of Playful Ironic Branded Entertainment on Consumer Behavior |
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| รหัสดีโอไอ | |
| Creator | Phubest Phirakulwanich |
| Title | Impact of Playful Ironic Branded Entertainment on Consumer Behavior |
| Contributor | Saravudh Anantachart |
| Publisher | Chulalongkorn University |
| Publication Year | 2564 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 4 |
| Journal No. | 1 |
| Page no. | 42-56 |
| Keyword | Playful irony, Playful ironic branded entertainment, Humor appeal, Branded entertainment, Consumer behavior, Thailand |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2697-4428 (Print); 2630-0621 (Online) |
| Abstract | The objective of this study was to investigate the impact of playful ironic branded entertainment on consumer behavior (i.e, understanding, attitude toward the brand, attitude toward the branded entertainment, source characteristics, and purchase intention) on a low-involvement product, Milo, a chocolate malt beverage. Pre-experimental setting, with static group design, was employed to collect data from 120 undergraduate students. The result indicated that both playful ironic branded entertainment and non-playful ironic branded entertainment gave similar impacts on consumer behavior. Attitude toward the brand was the only sub-variable that the playful ironic branded entertainment produced significantly higher mean score than the non-playful ironic one. |
