Western media and celebrities: Do they influence SEA consumers’ purchasing behaviour?

Hollywood celebrities and Western media appear to shape Southeast Asia’s online interest in products and iPrice Group’s Deridian Nurhalim says this is especially evident in two countries – Singapore and the Philippines.

The resurgence of coronavirus cases and stricter social distancing measures have not stopped Southeast Asians from staying trendy. They, specifically Singaporeans and Filipinos, have been paying attention to Western influencers and serial entrepreneurs as seen in their purchasing behaviour.

But how does this differ from the rest of Southeast Asia? How much does the Western media influence Southeast Asians’ online purchasing behaviour?

iPrice Groupconducted a study on how Hollywood brand ambassadors and Western media shape Southeast Asians’ online interest in products. The study looked at Google search volumes via Google Keyword Planner from May 2019 to April 2021 and used the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands