Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]

Digital inclusion is the ability of an individual or a group to access and acquire information in the context of communication technologies. The digital age today permeates the society through vehicles of information including advertising. The society are able to access any sorts of advertising mess...

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Main Authors:	Ameera, Neesa, Shahizan Ali, Mohd Nor, Shawalludin, Syahrini, Mohd Khalis, Faryna
Format:	Conference or Workshop Item
Language:	English
Published:	2019
Subjects:	Marketing Telemarketing. Internet marketing Advertising
Online Access:	https://ir.uitm.edu.my/id/eprint/34146/

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author	Ameera, Neesa Shahizan Ali, Mohd Nor Shawalludin, Syahrini Mohd Khalis, Faryna
author_facet	Ameera, Neesa Shahizan Ali, Mohd Nor Shawalludin, Syahrini Mohd Khalis, Faryna
author_sort	Ameera, Neesa
building	UiTM Institutional Repository
collection	Online Access
description	Digital inclusion is the ability of an individual or a group to access and acquire information in the context of communication technologies. The digital age today permeates the society through vehicles of information including advertising. The society are able to access any sorts of advertising messages even from the palm of their hands. However, the issue is no longer in the context of accessing the information, but the literacy skills, or specifically the advertising literacy skills in carefully selecting valid and reliable information with the focus on the aspect of security in today’s digital environment. This study aims to identify the advertising literacy and how the digital inclusion impinges the low- income community in the context of fly posting in Malaysia. This is a quantitative study which used survey as a research design by distributing questionnaires to a total of 574 respondents from five selected Public Housing Program (PHP) in Klang Valley, Kuala Lumpur which have been selected based on the random stratified sampling to represent the low-income distribution. Findings revealed that the low-incomes’ advertising literacy level is high due to digital inclusion factor. This study reveals how digital and media research in the advertising landscape affects the literacy level of the low-income community as the discussion provided in this study adds on to the discussion of the current advertising research.
first_indexed	2025-11-14T22:59:14Z
format	Conference or Workshop Item
id	uitm-34146
institution	Universiti Teknologi MARA
institution_category	Local University
language	English
last_indexed	2025-11-14T22:59:14Z
publishDate	2019
recordtype	eprints
repository_type	Digital Repository
spelling	uitm-341462021-09-28T02:57:09Z https://ir.uitm.edu.my/id/eprint/34146/ Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.] Ameera, Neesa Shahizan Ali, Mohd Nor Shawalludin, Syahrini Mohd Khalis, Faryna Marketing Telemarketing. Internet marketing Advertising Digital inclusion is the ability of an individual or a group to access and acquire information in the context of communication technologies. The digital age today permeates the society through vehicles of information including advertising. The society are able to access any sorts of advertising messages even from the palm of their hands. However, the issue is no longer in the context of accessing the information, but the literacy skills, or specifically the advertising literacy skills in carefully selecting valid and reliable information with the focus on the aspect of security in today’s digital environment. This study aims to identify the advertising literacy and how the digital inclusion impinges the low- income community in the context of fly posting in Malaysia. This is a quantitative study which used survey as a research design by distributing questionnaires to a total of 574 respondents from five selected Public Housing Program (PHP) in Klang Valley, Kuala Lumpur which have been selected based on the random stratified sampling to represent the low-income distribution. Findings revealed that the low-incomes’ advertising literacy level is high due to digital inclusion factor. This study reveals how digital and media research in the advertising landscape affects the literacy level of the low-income community as the discussion provided in this study adds on to the discussion of the current advertising research. 2019 Conference or Workshop Item PeerReviewed text en https://ir.uitm.edu.my/id/eprint/34146/1/34146.pdf Ameera, Neesa and Shahizan Ali, Mohd Nor and Shawalludin, Syahrini and Mohd Khalis, Faryna (2019) Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]. (2019) In: e-proceedings Design Decoded 2019, 19 / 20 June 2019, Mangrove Tourism Complex, Sungai Merbok 08000 Sungai Petani, Kedah.
spellingShingle	Marketing Telemarketing. Internet marketing Advertising Ameera, Neesa Shahizan Ali, Mohd Nor Shawalludin, Syahrini Mohd Khalis, Faryna Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]
title	Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]
title_full	Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]
title_fullStr	Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]
title_full_unstemmed	Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]
title_short	Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]
title_sort	advertising literacy among low-income community in the context of fly postings in malaysia’s reality digital environment / neesa ameera ... [et al.]
topic	Marketing Telemarketing. Internet marketing Advertising
url	https://ir.uitm.edu.my/id/eprint/34146/

Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera ... [et al.]

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