Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia
The advertising industry is seeing growth for online advertising, where it has now exceeded the performance of TV advertising. However, the advertising industry in Malaysia still relies heavily on traditional forms of advertising. This paper therefore aims to determine the factors that might affect...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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The Mattingley Publishing Co., Inc
2020
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1474/ http://eprints.sunway.edu.my/1474/1/Idris%20Factors%20that%20influence%20the%20effectiveness%20of%20online%20advertising.pdf |
| _version_ | 1848802067524616192 |
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| author | Izian Idris, * Siti Suhana, A. * Ahmad, A. Lim, Serena Kai Xin |
| author_facet | Izian Idris, * Siti Suhana, A. * Ahmad, A. Lim, Serena Kai Xin |
| author_sort | Izian Idris, * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | The advertising industry is seeing growth for online advertising, where it has now exceeded the performance of TV advertising. However, the advertising industry in Malaysia still relies heavily on traditional forms of advertising. This paper therefore aims to determine the factors that might affect the effectiveness of online advertising in enhancing consumers' purchase intention. As young adults are more exposed to online advertising as compared to other age groups, convenience sampling is applied to approach Millennials around the city areas of Malaysia. A sample size of 300 respondents is selected for this study to ensure that the data accuracy is acceptable. Furthermore, the hierarchy of effects model and the source credibility theory are applied to study the effects of online advertising towards young adults in Malaysia. The results show that there are significant relationships between the advertising appeal (emotional), credibility of endorser, and the exposure rate of online advertisements with consumers' purchase intention. However, it was found that the creativity of online advertisements does not have a relationship with consumers' purchase intention. This study helps local marketers and advertisers to strategize more effective online advertising campaigns that better attract the attention of young adults and influence their purchase intention. |
| first_indexed | 2025-11-14T21:17:27Z |
| format | Article |
| id | sunway-1474 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:17:27Z |
| publishDate | 2020 |
| publisher | The Mattingley Publishing Co., Inc |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-14742020-10-16T06:13:29Z http://eprints.sunway.edu.my/1474/ Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia Izian Idris, * Siti Suhana, A. * Ahmad, A. Lim, Serena Kai Xin HF Commerce The advertising industry is seeing growth for online advertising, where it has now exceeded the performance of TV advertising. However, the advertising industry in Malaysia still relies heavily on traditional forms of advertising. This paper therefore aims to determine the factors that might affect the effectiveness of online advertising in enhancing consumers' purchase intention. As young adults are more exposed to online advertising as compared to other age groups, convenience sampling is applied to approach Millennials around the city areas of Malaysia. A sample size of 300 respondents is selected for this study to ensure that the data accuracy is acceptable. Furthermore, the hierarchy of effects model and the source credibility theory are applied to study the effects of online advertising towards young adults in Malaysia. The results show that there are significant relationships between the advertising appeal (emotional), credibility of endorser, and the exposure rate of online advertisements with consumers' purchase intention. However, it was found that the creativity of online advertisements does not have a relationship with consumers' purchase intention. This study helps local marketers and advertisers to strategize more effective online advertising campaigns that better attract the attention of young adults and influence their purchase intention. The Mattingley Publishing Co., Inc 2020-01-27 Article PeerReviewed text en cc_by_4 http://eprints.sunway.edu.my/1474/1/Idris%20Factors%20that%20influence%20the%20effectiveness%20of%20online%20advertising.pdf Izian Idris, * and Siti Suhana, A. * and Ahmad, A. and Lim, Serena Kai Xin (2020) Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia. TEST Engineering & Management, 82. pp. 5528-5536. ISSN 0193-4120 |
| spellingShingle | HF Commerce Izian Idris, * Siti Suhana, A. * Ahmad, A. Lim, Serena Kai Xin Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia |
| title | Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia |
| title_full | Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia |
| title_fullStr | Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia |
| title_full_unstemmed | Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia |
| title_short | Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia |
| title_sort | factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in malaysia |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/1474/ http://eprints.sunway.edu.my/1474/1/Idris%20Factors%20that%20influence%20the%20effectiveness%20of%20online%20advertising.pdf |