Factors that influence the effectiveness of online advertising in enhancing consumer's purchase intention among young adults in Malaysia

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...

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Bibliographic Details
Main Authors: Izian Idris, *, Siti Suhana, A. *, Ahmad, A., Lim, Serena Kai Xin
Format: Article
Language:English
Published: The Mattingley Publishing Co., Inc 2020
Subjects:
HF Commerce
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

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