Syazwani Mahsal Khan - Academia.edu (original) (raw)
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Defence Services Medical Academy (DSMA), Yangon, Myanmar (Burma)
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Papers by Syazwani Mahsal Khan
The purpose of this article is to discuss a study which aimed to explore how musical power in adv... more The purpose of this article is to discuss a study which aimed to explore how musical power in advertising can affect decision making of young consumers toward advertised products and services. The method used for this study is an in-depth interview with three groups of experts which are advertisers, musicians and academicians.Participants for this approach is based on snowball sampling.This study applies Elaboration Likelihood Model (ELM) to view the process of decision making made by the young consumers.This study uses the thematic analysis to analyse the interview data.Findings show that musical power in advertising can influence the decision making mood in choosing a product
Article history: Received 19 April 2019 Received in revised form 2 May 2019 Accepted 10 May 2019 ... more Article history: Received 19 April 2019 Received in revised form 2 May 2019 Accepted 10 May 2019 Available online 19 May 2019 The purpose of this article is to explore the exposure of musical power in television advertising on consumer decision making. This study applies an in-depth interview as the method of data collection from young consumers. The in-depth interview involves ten informants that were selected based on purposive sampling. The sampling was chosen based on demographic and psychographic survey as to explore their knowledge of topic interest. The Elaboration Likelihood Model (ELM) was applied to view the process of decision making among young consumers vis-à-vis of musical content in television advertisement. Using thematic approach, two themes emerged from qualitative data. The finding reported in this study, revealed that music in advertisement affects audiences’ emotions and moods. Also, music in advertisement shapes perception about the advertised products or servi...
This article discuss a problem regarding the lack of using familiar music and its effect on audie... more This article discuss a problem regarding the lack of using familiar music and its effect on audience decision making to buy advertised products or services. This study is to help the experts to maintain young audience focus while selling their products or services more effective using the familiar music in the advertisement content. The utilization method used for this study was in-depth interview, involved with ten informants which covered experts from academicians, advertising practitioners and musicians. It based on snowball sampling, because not all these experts have the knowledge on this issue. The Elaboration Likelihood Model was applied to show the process of decision making. Thematic analysis used to analyze two themes emerged from this study; Repetition of Musical Tone as Remembrance. This study may provide contribution in terms of ideas for music and advertising industry producing familiar catchy musical sound for their purpose.
Jurnal Komunikasi: Malaysian Journal of Communication
Advertising is a type of paid media in which people can promote their products and services throu... more Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of p...
The purpose of this article is to discuss a study which aimed to explore how musical power in adv... more The purpose of this article is to discuss a study which aimed to explore how musical power in advertising can affect decision making of young consumers toward advertised products and services. The method used for this study is an in-depth interview with three groups of experts which are advertisers, musicians and academicians.Participants for this approach is based on snowball sampling.This study applies Elaboration Likelihood Model (ELM) to view the process of decision making made by the young consumers.This study uses the thematic analysis to analyse the interview data.Findings show that musical power in advertising can influence the decision making mood in choosing a product
Article history: Received 19 April 2019 Received in revised form 2 May 2019 Accepted 10 May 2019 ... more Article history: Received 19 April 2019 Received in revised form 2 May 2019 Accepted 10 May 2019 Available online 19 May 2019 The purpose of this article is to explore the exposure of musical power in television advertising on consumer decision making. This study applies an in-depth interview as the method of data collection from young consumers. The in-depth interview involves ten informants that were selected based on purposive sampling. The sampling was chosen based on demographic and psychographic survey as to explore their knowledge of topic interest. The Elaboration Likelihood Model (ELM) was applied to view the process of decision making among young consumers vis-à-vis of musical content in television advertisement. Using thematic approach, two themes emerged from qualitative data. The finding reported in this study, revealed that music in advertisement affects audiences’ emotions and moods. Also, music in advertisement shapes perception about the advertised products or servi...
This article discuss a problem regarding the lack of using familiar music and its effect on audie... more This article discuss a problem regarding the lack of using familiar music and its effect on audience decision making to buy advertised products or services. This study is to help the experts to maintain young audience focus while selling their products or services more effective using the familiar music in the advertisement content. The utilization method used for this study was in-depth interview, involved with ten informants which covered experts from academicians, advertising practitioners and musicians. It based on snowball sampling, because not all these experts have the knowledge on this issue. The Elaboration Likelihood Model was applied to show the process of decision making. Thematic analysis used to analyze two themes emerged from this study; Repetition of Musical Tone as Remembrance. This study may provide contribution in terms of ideas for music and advertising industry producing familiar catchy musical sound for their purpose.
Jurnal Komunikasi: Malaysian Journal of Communication
Advertising is a type of paid media in which people can promote their products and services throu... more Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of p...