The influence of YouTube advertising on the attitude towards fruits and vegetable consumption among university students in Malaysia
In 2005 with an emphasis on user-generated content, YouTube has become the predominant stage for online video around the world. Nowadays, YouTube has become increasingly attractive to advertisers, not only in conventional commercials but also in terms of promoting health marketing campaigns. This...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16099/ http://journalarticle.ukm.my/16099/1/42973-138223-1-PB.pdf |
| Summary: | In 2005 with an emphasis on user-generated content, YouTube has become the predominant stage for
online video around the world. Nowadays, YouTube has become increasingly attractive to advertisers, not
only in conventional commercials but also in terms of promoting health marketing campaigns. This paper
aims to investigate the influence that YouTube advertising has on attitudes towards fruits and vegetable
consumption among university students, specifically in Malaysia. For this paper, Tripartite Attitude Model
is employed as a foundation model to develop the conceptual framework. Perceived credibility, perceived
usefulness, perceived video characteristics, number of likes, views, comments and replies are used as
independent variables while attitudes towards fruits and vegetable consumption are treated as a
dependent variable. A total of 280 offline questionnaires were distributed in eight local universities in
Malaysia. The findings demonstrate that perceived usefulness and number of likes, views, comments and
replies are the strongest positive drivers of attitudes towards fruits and vegetable consumption among
university students in Malaysia. This paper provides novelty as it contributes to the marketing literature
particularly in health marketing and social media studies. In addition, relevant local authorities and health
marketers can also benefit from the findings in designing their future health communication campaign. |
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