Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
The purpose of targeted advertising is to transmit a message from a sender directly to an intended, pre-chosen, and segmented audience who should prefer the targeted communication and respond favorably towards it. However, there is always the potential for other non-targeted groups to view the adver...
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| Format: | Article |
| Language: | English |
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Faculty of Business and Management ; UiTM Press
2007
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| Online Access: | https://ir.uitm.edu.my/id/eprint/11438/ |
| _version_ | 1848802988671369216 |
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| author | De Run, Ernest Cyril |
| author_facet | De Run, Ernest Cyril |
| author_sort | De Run, Ernest Cyril |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The purpose of targeted advertising is to transmit a message from a sender directly to an intended, pre-chosen, and segmented audience who should prefer the targeted communication and respond favorably towards it. However, there is always the potential for other non-targeted groups to view the advertisement. Unintended consequences such as negative attitudinal, emotional, and behavioral reactions may occur. This article tests these effects based on relevant theories in the communication and advertising literature on a distinct nondominant ethnic group (Chinese) in Sarawak, Malaysia. The study utilizes questionnaires based on a fictitious advertisement. The findings suggest that there are negative attitudinal, emotional, and behavioral reactions by those not targeted who see these advertisements. |
| first_indexed | 2025-11-14T21:32:06Z |
| format | Article |
| id | uitm-11438 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:32:06Z |
| publishDate | 2007 |
| publisher | Faculty of Business and Management ; UiTM Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-114382016-11-30T08:05:17Z https://ir.uitm.edu.my/id/eprint/11438/ Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run jibe De Run, Ernest Cyril Sarawak The purpose of targeted advertising is to transmit a message from a sender directly to an intended, pre-chosen, and segmented audience who should prefer the targeted communication and respond favorably towards it. However, there is always the potential for other non-targeted groups to view the advertisement. Unintended consequences such as negative attitudinal, emotional, and behavioral reactions may occur. This article tests these effects based on relevant theories in the communication and advertising literature on a distinct nondominant ethnic group (Chinese) in Sarawak, Malaysia. The study utilizes questionnaires based on a fictitious advertisement. The findings suggest that there are negative attitudinal, emotional, and behavioral reactions by those not targeted who see these advertisements. Faculty of Business and Management ; UiTM Press 2007 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/11438/1/AJ_%20ERNEST%20CYRIL%20DE%20RUN%20JIBE%2007.pdf De Run, Ernest Cyril (2007) Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run. (2007) Journal of International Business, Economics and Entrepreneurship (JIBE) <https://ir.uitm.edu.my/view/publication/Journal_of_International_Business,_Economics_and_Entrepreneurship_=28JIBE=29.html>, 13 (1). pp. 1-18. ISSN 0128-7494 https://jibe.uitm.edu.my/ |
| spellingShingle | Sarawak De Run, Ernest Cyril Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run |
| title | Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run |
| title_full | Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run |
| title_fullStr | Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run |
| title_full_unstemmed | Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run |
| title_short | Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run |
| title_sort | unintended effects of targeted advertisements : a test on sarawakian chinese / ernest cyril de run |
| topic | Sarawak |
| url | https://ir.uitm.edu.my/id/eprint/11438/ https://ir.uitm.edu.my/id/eprint/11438/ |