Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group
There have been numerous calls to target specific ethnic groups but there are a limited number of studies that show quantitatively the reaction of targeted groups. This study specifically sets out to demonstrate quantitatively the views of a dominant ethnic group towards adverts that target themselv...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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Universiti Malaysia Sarawak, (UNIMAS)
2005
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| Online Access: | http://ir.unimas.my/id/eprint/9231/ http://ir.unimas.my/id/eprint/9231/1/DOES%20TARGETING%20REALLY%20WORK.pdf |
| _version_ | 1848836516906795008 |
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| author | Ernest Cyril, de Run |
| author_facet | Ernest Cyril, de Run |
| author_sort | Ernest Cyril, de Run |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | There have been numerous calls to target specific ethnic groups but there are a limited number of studies that show quantitatively the reaction of targeted groups. This study specifically sets out to demonstrate quantitatively the views of a dominant ethnic group towards adverts that target themselves, another non-dominant similar ethnic group, and a non-dominant non-similar ethnic group. It is noted that dominant ethnic groups have more positive reactions towards ads targeting themselves and using their language but react negatively to ads targeting other ethnic groups or using other language. Implications to companies are discussed and further research is suggested. |
| first_indexed | 2025-11-15T06:25:01Z |
| format | Article |
| id | unimas-9231 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:25:01Z |
| publishDate | 2005 |
| publisher | Universiti Malaysia Sarawak, (UNIMAS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-92312015-10-27T06:21:41Z http://ir.unimas.my/id/eprint/9231/ Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group Ernest Cyril, de Run H Social Sciences (General) There have been numerous calls to target specific ethnic groups but there are a limited number of studies that show quantitatively the reaction of targeted groups. This study specifically sets out to demonstrate quantitatively the views of a dominant ethnic group towards adverts that target themselves, another non-dominant similar ethnic group, and a non-dominant non-similar ethnic group. It is noted that dominant ethnic groups have more positive reactions towards ads targeting themselves and using their language but react negatively to ads targeting other ethnic groups or using other language. Implications to companies are discussed and further research is suggested. Universiti Malaysia Sarawak, (UNIMAS) 2005 Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/9231/1/DOES%20TARGETING%20REALLY%20WORK.pdf Ernest Cyril, de Run (2005) Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group. International Journal of Business and Society, 6 (1). pp. 27-51. ISSN 1511-6670 http://www.ijbs.unimas.my |
| spellingShingle | H Social Sciences (General) Ernest Cyril, de Run Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group |
| title | Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group |
| title_full | Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group |
| title_fullStr | Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group |
| title_full_unstemmed | Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group |
| title_short | Does Targeting Really Work? The Perspective Of A Dominant Ethnic Group |
| title_sort | does targeting really work? the perspective of a dominant ethnic group |
| topic | H Social Sciences (General) |
| url | http://ir.unimas.my/id/eprint/9231/ http://ir.unimas.my/id/eprint/9231/ http://ir.unimas.my/id/eprint/9231/1/DOES%20TARGETING%20REALLY%20WORK.pdf |