Attitude towards advertising among young adults: A comparative study by ethnicity
The purpose of this study is to determine the attitude of young adults towards advertising from the perspective of ethnicity. Specifically, it seeks to find out how young adults from the Iban, Chinese and Malay communities perceive advertising so as to understand the implication of ethnicity and cul...
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| Format: | Article |
| Language: | English |
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Universiti Malaysia Sarawak, (UNIMAS)
2015
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| Online Access: | http://ir.unimas.my/id/eprint/12091/ http://ir.unimas.my/id/eprint/12091/1/No%2032%20%28abstrak%29.pdf |
| _version_ | 1848837124868014080 |
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| author | Hiram, Ting Ernest Cyril, de Run Teck-Weng, Jee |
| author_facet | Hiram, Ting Ernest Cyril, de Run Teck-Weng, Jee |
| author_sort | Hiram, Ting |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to determine the attitude of young adults towards advertising from the perspective of ethnicity. Specifically, it seeks to find out how young adults from the Iban, Chinese and Malay communities perceive advertising so as to understand the implication of ethnicity and culture on the subject matter. A seven-factor belief model is adopted to decompose the theory of reasoned action. As such, it provides theoretical basis to explain similarities and differences of beliefs and attitude towards advertising across the three ethnic groups. Given its quantitative stance, a questionnaire-based survey was administered at universities. 316 out of 400 copies were then collected for analyses. The findings show that despite cultural differences embedded in ethnicity, beliefs and attitude of the three ethnic groups towards advertising are found largely to be similar. They can only be set apart by the effect of beliefs on the formation of attitude towards advertising. Implications and future studies are provided. |
| first_indexed | 2025-11-15T06:34:41Z |
| format | Article |
| id | unimas-12091 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:34:41Z |
| publishDate | 2015 |
| publisher | Universiti Malaysia Sarawak, (UNIMAS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-120912016-10-21T07:33:32Z http://ir.unimas.my/id/eprint/12091/ Attitude towards advertising among young adults: A comparative study by ethnicity Hiram, Ting Ernest Cyril, de Run Teck-Weng, Jee H Social Sciences (General) HC Economic History and Conditions The purpose of this study is to determine the attitude of young adults towards advertising from the perspective of ethnicity. Specifically, it seeks to find out how young adults from the Iban, Chinese and Malay communities perceive advertising so as to understand the implication of ethnicity and culture on the subject matter. A seven-factor belief model is adopted to decompose the theory of reasoned action. As such, it provides theoretical basis to explain similarities and differences of beliefs and attitude towards advertising across the three ethnic groups. Given its quantitative stance, a questionnaire-based survey was administered at universities. 316 out of 400 copies were then collected for analyses. The findings show that despite cultural differences embedded in ethnicity, beliefs and attitude of the three ethnic groups towards advertising are found largely to be similar. They can only be set apart by the effect of beliefs on the formation of attitude towards advertising. Implications and future studies are provided. Universiti Malaysia Sarawak, (UNIMAS) 2015 Article PeerReviewed text en http://ir.unimas.my/id/eprint/12091/1/No%2032%20%28abstrak%29.pdf Hiram, Ting and Ernest Cyril, de Run and Teck-Weng, Jee (2015) Attitude towards advertising among young adults: A comparative study by ethnicity. International Journal of Business and Society, 16 (3). pp. 397-407. ISSN 15116670 http://www.scopus.com/inward/record.url?eid=2-s2.0-84950291908&partnerID=40&md5=f1e6538b614bcde837207e7344c50c76 |
| spellingShingle | H Social Sciences (General) HC Economic History and Conditions Hiram, Ting Ernest Cyril, de Run Teck-Weng, Jee Attitude towards advertising among young adults: A comparative study by ethnicity |
| title | Attitude towards advertising among young adults: A comparative study by ethnicity |
| title_full | Attitude towards advertising among young adults: A comparative study by ethnicity |
| title_fullStr | Attitude towards advertising among young adults: A comparative study by ethnicity |
| title_full_unstemmed | Attitude towards advertising among young adults: A comparative study by ethnicity |
| title_short | Attitude towards advertising among young adults: A comparative study by ethnicity |
| title_sort | attitude towards advertising among young adults: a comparative study by ethnicity |
| topic | H Social Sciences (General) HC Economic History and Conditions |
| url | http://ir.unimas.my/id/eprint/12091/ http://ir.unimas.my/id/eprint/12091/ http://ir.unimas.my/id/eprint/12091/1/No%2032%20%28abstrak%29.pdf |