Factors affecting millennials' intentions to consume local and foreign media in Singapore

• Main Authors: Lee, Daphne, Lee, Jolene, Liaw, Ee Jin
• Other Authors: Sonny Ben Rosenthal
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences::Mass media::Media studies
• Online Access: http://hdl.handle.net/10356/73604
• Institution: Nanyang Technological University

This study examines the effects of local-global identity and consumer-cultural nationalism on local and foreign entertainment media use intentions of Singaporean millennials. In our study, the theory of planned behaviour is used as a theoretical foundation accounting for media use intentions. Regression analysis of Singaporean millennials (N = 1,020) indicated that local identity and consumer-cultural nationalism were positively associated with intentions to consume local media. In addition, global identity was positively associated with foreign media use intentions. Findings suggest importance of individual-level variables in determining preference for local and foreign entertainment media.