Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia
One out of every seven people in the world today has a Facebook page and about four out of every five active internet users visit social networking sites and blogs. There is an increasing adoption of social media advertising by corporations. Social media has become an integral part of the consumer...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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2016
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| Online Access: | http://eprints.intimal.edu.my/628/ http://eprints.intimal.edu.my/628/1/2016-May-%20Research%20Journal%20of%20Social%20Science%20and%20Management.pdf |
| _version_ | 1848766523956527104 |
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| author | Ohajionu, Uchechi Cynthia Mathews, Soney |
| author_facet | Ohajionu, Uchechi Cynthia Mathews, Soney |
| author_sort | Ohajionu, Uchechi Cynthia |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | One out of every seven people in the world today has a Facebook page and about four out of every five
active internet users visit social networking sites and blogs. There is an increasing adoption of social
media advertising by corporations. Social media has become an integral part of the consumers’ daily
lives as well as corporate organisations’ day-to-day operations. This growth is an indication of a longterm
trend toward social media usage among corporations (as well as individual brands) becoming the
norm. This paper explores responses to social media advertising to determine if Generation Y
consumers in Malaysia with different demographic characteristics differ in their attitude towards social
media advertising, purchase intention and actual purchase of products and services advertised on social
media. It also provides useful insight to enable businesses ensure more efficient utilization of their
advertising budget and development of more effective advertising strategy. |
| first_indexed | 2025-11-14T11:52:30Z |
| format | Article |
| id | intimal-628 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:52:30Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-6282016-11-22T06:02:22Z http://eprints.intimal.edu.my/628/ Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia Ohajionu, Uchechi Cynthia Mathews, Soney HD28 Management. Industrial Management One out of every seven people in the world today has a Facebook page and about four out of every five active internet users visit social networking sites and blogs. There is an increasing adoption of social media advertising by corporations. Social media has become an integral part of the consumers’ daily lives as well as corporate organisations’ day-to-day operations. This growth is an indication of a longterm trend toward social media usage among corporations (as well as individual brands) becoming the norm. This paper explores responses to social media advertising to determine if Generation Y consumers in Malaysia with different demographic characteristics differ in their attitude towards social media advertising, purchase intention and actual purchase of products and services advertised on social media. It also provides useful insight to enable businesses ensure more efficient utilization of their advertising budget and development of more effective advertising strategy. 2016 Article PeerReviewed text en http://eprints.intimal.edu.my/628/1/2016-May-%20Research%20Journal%20of%20Social%20Science%20and%20Management.pdf Ohajionu, Uchechi Cynthia and Mathews, Soney (2016) Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia. TIJ's Research Journal of Social Science & Management, 6 (1). pp. 31-39. ISSN 2251-1571 |
| spellingShingle | HD28 Management. Industrial Management Ohajionu, Uchechi Cynthia Mathews, Soney Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia |
| title | Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia |
| title_full | Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia |
| title_fullStr | Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia |
| title_full_unstemmed | Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia |
| title_short | Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia |
| title_sort | social media and advertising: an exploratory study on the lifestyle of generation y consumers in malaysia |
| topic | HD28 Management. Industrial Management |
| url | http://eprints.intimal.edu.my/628/ http://eprints.intimal.edu.my/628/1/2016-May-%20Research%20Journal%20of%20Social%20Science%20and%20Management.pdf |