Cross-Cultural Study of Vietnamese and Finnish Attitudes Towards Interactive Product Placement

Objectives The main objectives of this study were to discover whether there are significant differences in viewer attitudes towards interactive product placement between cultures, whether companies should invest in interactive product placement based on viewers’ attitudes towards it and find out if viewers see interactive product placement and t-commerce as something they would use in the future Summary This study compares Vietnamese and Finnish viewer attitudes towards interactive product placement by exploring different cultural and individual factors that can influence viewer attitudes. A primary study is made to explore the cross-cultural differences and similarities between the two nationalities. Conclusions The results show that even though there are some noticeable differences between the attitudes towards the practice across cultures, it has the potential of becoming a popular form of advertising in the future. The findings suggest that companies must be careful when designing the product placements to get positive attitudes from the viewers