The Impact of Positive and Negative Emotional Responses to Advertisements on Materialism Among Vietnamese Generation Z
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| Format: | Thesis |
| Kulcsszavak: | advertisement Emotional influence impact materialism Vietnamese Gen Z |
| Online Access: | http://dolgozattar.uni-bge.hu/57379 |
| Abstract: | In the modern context of Vietnam, certain social phenomena are rising and should be discussed, including the materialistic orientation in the commercial world. The research investigates how positive and negative emotional responses triggered by advertisements impact materialism tendencies among Vietnamese Gen Z. The research also brings some interesting insights regarding differences in materialism performance among different demographic factors within the same target group. Multiple Linear Regression and other data analysis methods are used to test the hypotheses and answer this research’s questions. |
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