Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia (original) (raw)
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World Journal of Social Science Research, 2019
Social media advertising has become an integral part of product promotion by many companies. This strategy has impacted the sales and revenue departments of many advertisers. Hence, a strategically targeted advertising is needed to maximise return on investment on advertising in the form of sales, revenue, and profit. Although most businesses recognise the value of social media advertising opportunities, not many have figured out how to execute this strategy accordingly. With many western corporations embracing social media advertising, it is high time for Malaysian businesses to delve into this advertising territory. In order to familiarise them to the attitude of customers' towards social media advertising, this study is timely to provide useful insights to guide Malaysian businesses.
Because most people consider advertising an irritant and a distraction and would avoid it should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students' attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites (SMNSs). Employing the concept of reciprocity (of replicating offline attitudes online) and the flow theory that relates one's concentration on an activity and its impact on other occurrences happening around him or her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed-Facebook, MySpace, Twitter, and LinkedIn-a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.
Social Media Advertising Response and its Effectiveness: Case of South Asian Teenage Customers
Global Journal of Management and Business Research, 2018
Social media, a new dimension of marketing promotion mix, has made it possible for users to express their views about the companies, as well as their advertising. The purpose of this study was to test four hypotheses regarding the effects of young social media users' attitude, behavioral response, and purchasing intention toward social media advertising in South Asian perspective. The study selected four popular social networking sites such as Facebook, Twitter, YouTube and Google Plus which indicated the highest Asian visitor and surveyed with a structured questionnaire, asking respondents to mention their attitudinal views and responses about social media and social media advertising. The result identifies variation in predictors of users' buying decision and provides some indications for using and developing social media platform for advertisement in the developing country and describes how to reach more user response in a regular time frame with the ultimate success of purchasing goal. Abstract-Social media, a new dimension of marketing promotion mix, has made it possible for users to express their views about the companies, as well as their advertising. The purpose of this study was to test four hypotheses regarding the effects of young social media users' attitude, behavioral response, and purchasing intention toward social media advertising in South Asian perspective. The study selected four popular social networking sites such as Facebook, Twitter, YouTube and Google Plus which indicated the highest Asian visitor and surveyed with a structured questionnaire, asking respondents to mention their attitudinal views and responses about social media and social media advertising. The result identifies variation in predictors of users' buying decision and provides some indications for using and developing social media platform for advertisement in the developing country and describes how to reach more user response in a regular time frame with the ultimate success of purchasing goal.
Jurnal Intelek, 2022
The purpose of this study is to determine the effect of social media marketing on consumer consumption behavior. The focus of this study is to determine whether the frequency of advertisement, social media fashion trends, influencer endorsements, and product brand have an effect on consumption behavior among Malaysian youths. An online questionnaire that measures factors was constructed and disseminated to young Malaysians to acquire the data needed for this study. SEM-PLS is being used to evaluate the data. A conclusion has been drawn and this study also provided some recommendations for future research.
Procedia - Social and Behavioral Sciences, 2014
Social media has become the modus operandi of the 21st century. Building on the foundation of Web 2.0, social media applications have facilitated unprecedented growth in human interaction in modern times. This study attempts to study the impact of social media marketing medium toward brand loyalty and purchase intention in Generation Y. Surveys are conducted randomly and questionnaire distributed to undergraduate students of Malaysian universities. Two Hundred questionnaires were distributed with 75 percent response rate. Two propositions and three hypotheses were developed and tested using mean and regression analysis. The result indicated that the online marketing communications, specifically, E-WOM, online communities and online advertisement are effective in promoting brand loyalty and product purchase intention through company website and social media platforms. These finding indicate to marketing managers that social media marketing medium has become an important marketing tool to reach emerging younger generation consumers. It also indicates that cyber world play an important role in modern marketing, enabling marketers to reach customers faster and more efficiently. This research provides a guideline for global brand players in considering applying social media marketing activities to promote their product, and brand.
A study on Gen Y consumers attitude toward social media marketing in Trichy
Social media and social media applications that build consumer communities involving rich user-generated content are new marketplaces and or tools for marketers. Social media is now a developing phenomenon in marketing. Marketers are beginning to understand the use of social media as a component in their marketing strategies and campaigns to reach out to customers. Promotions, marketing intelligence, sentiment research, public relations, marketing communications, and product and customer management are sub-disciplines of marketing that may use social media. This study aims to specify Generation Y consumers’ attitudes toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College belonging to age group 18-33. Simple random sampling method was used to collect data. IBM SPSS V-19 version was used for data analysis and T-test and ANOVA was applied for hypothesis testing.
Exposure to Social Media Advertisements and Youth's Response
Global Regional Review, 2020
The major purpose of this study is to examine the effects of social media advertising on the purchase behaviour of young university students. The study employed an exploratory research design and cross-sectional survey technique. On the basis of a comprehensive literature review, research hypotheses were formulated to investigate the relationship between study variables. The primary data were collected using questionnaires from students of public sector universities operating in the city of Faisalabad, Pakistan. Non-probability and convenience sampling were adopted in the selection of target respondents, which were 283 students, both day-scholars and boarding students. The findings reveal that social media advertising affects the purchasing behaviour of social media users. The recommendations of the study are that the companies should concentrate more on promotional activities using social networks as this is more effective, less costly and accessible to a large number of target aud...
In addition to the competition which is on the increase and the social, economic and technological developments lived in the world and the traditional methods, in this era which we name as the show and information age, the marketing concept, like every discipline, is also actively used in the digital platform. With passing from the customer-oriented approach of Marketing 2.0 to the approach of Marketing 3.0 which takes meanings and values as basis, now the products too are being shaped according to the expectations and the demands of the digital market which becomes prominent as a specific target market. During the historical development of marketing, the role of the consumer has also expeditiously undergone a change in this time course elapsed until Marketing 3.0. Especially in the social media which has users exceeding ten billion in number and where the young generation consumer leads the way, now making comments in an instant for a product or a service has caused the brands to restructure their digital communication strategies. Since the social media consists of " User Generated Content – UGC " , this has caused the brands to place importance on the content, activity and action. Now in the digital marketing understanding, the " individual " is focused on instead of the " customer " and also the consumer researches which are peculiar to the individuals who use digital platforms are gaining value. In the research based on those subjects, the digital market where the consumer preferences are carried to and the consumer behaviours of the Generation Y which actively uses the social media have been investigated. In the research, a survey study has been carried out with the Generation Y university students who have education at a university in Istanbul and the results have been analyzed. It is aimed that the study shall have a guiding qualification from the analysis of the Generation Y consumer profile point of view for the companies which are going to invest in Turkey.
Transnational Marketing Journal
The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising domain has become available for companies. Brands that manage social media well in their advertising strategies can quickly influence consumer decision-making and create awareness. However, in social media advertising, which is different from traditional advertising, creating content should be produced and this content should be perceived in a short time by consumers. To achieve this, it is necessary to build rapport with consumers and to present correctly what they wish to see in advertisements by creating awareness. In view of the increasing importance of social media advertising, the study examines how consumer perceptions of Instagram advertisements affect advertising value and brand awareness. This study was conducted with Generation Y consume...
The intention of this study is to determine the influence of social media towards generation Y purchasing behaviour. It is also to explore the important role social media play as a medium to communicate a message. The findings of this research are, intended to provide accurate and useful information so as to facilitate further research in similar fields of study. Permission was granted by the Directors of the IHLs to deliver and collect the questionnaires. Questionnaires were given to 200 students of ten selected institutions of higher learning in the Klang Valley. The respondents involved were students enrolled in the institute of higher learning. The respondents were asked about their perception with regards to its current social media website and how does it play a role in influencing their buying behaviour so as to gain their true interpretation and understanding of social media. Responses from the respondents have shown that, generally social media were used to gain information, prefer group buying and as a community platform to express and share their views.