Factors affecting millennials' intentions to consume local and foreign media in Singapore
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. Regres...
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sg-ntu-dr.10356-736042019-12-10T12:38:07Z Factors affecting millennials' intentions to consume local and foreign media in Singapore Lee, Daphne Lee, Jolene Liaw, Ee Jin Sonny Ben Rosenthal Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Mass media::Media studies 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. Bachelor of Communication Studies 2018-04-02T02:37:48Z 2018-04-02T02:37:48Z 2018 Final Year Project (FYP) http://hdl.handle.net/10356/73604 en Nanyang Technological University 40 p. application/pdf application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| country |
Singapore |
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DR-NTU |
| language |
English |
| topic |
DRNTU::Social sciences::Mass media::Media studies |
| spellingShingle |
DRNTU::Social sciences::Mass media::Media studies Lee, Daphne Lee, Jolene Liaw, Ee Jin Factors affecting millennials' intentions to consume local and foreign media in Singapore |
| description |
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. |
| author2 |
Sonny Ben Rosenthal |
| author_facet |
Sonny Ben Rosenthal Lee, Daphne Lee, Jolene Liaw, Ee Jin |
| format |
Final Year Project |
| author |
Lee, Daphne Lee, Jolene Liaw, Ee Jin |
| author_sort |
Lee, Daphne |
| title |
Factors affecting millennials' intentions to consume local and foreign media in Singapore |
| title_short |
Factors affecting millennials' intentions to consume local and foreign media in Singapore |
| title_full |
Factors affecting millennials' intentions to consume local and foreign media in Singapore |
| title_fullStr |
Factors affecting millennials' intentions to consume local and foreign media in Singapore |
| title_full_unstemmed |
Factors affecting millennials' intentions to consume local and foreign media in Singapore |
| title_sort |
factors affecting millennials' intentions to consume local and foreign media in singapore |
| publishDate |
2018 |
| url |
http://hdl.handle.net/10356/73604 |
| _version_ |
1681045372697313280 |