Viewers’ Exposure and Customer Journeys to Product Placement in Generation B, X, Y, and Z towards Online Media Programs

Abstract

        The research Viewers’ Exposure and Customer Journeys to Product Placement in Generation B, X, Y, and Z towards Online Media Programs was quantitative research aimed to examine the differences between Generations B, X, Y, and Z in their exposure to online product placement and their customer journey, also to examine the influence factors in online product placement, active placement and passive placement, on the customer journey. The sample consisted of Generation B, X, Y, Z aged 18-78 who were exposed to online media programs, with 100 people per generation, totaling 400 people. The results of the study found that Generation Y exposed to Passive Placement in online media programs significantly more frequent than other Generations at *Sig. < 0.05. In terms of the opinions on five stages of customer journey, it was found that there was a difference only in terms of product awareness stage which Generation Z and Y had significantly difference to Generation B in terms of product awareness towards product placement in online programs on the customer journey at **Sig. < 0.01. Only active placement affected all stages of the customer journey as follows: Aware (Beta=0.330***); Appeal (Beta=0.193***); Ask (Beta=0.188***); Act (Beta=0.256***) and Advocate (Beta=0.212***).