Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. Th...
| Main Authors: | , , |
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/4028/ http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf |
| _version_ | 1848886056043151360 |
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| author | Yeo, Wan Teng Ling, Hui Yin Chai, Ming Mei |
| author_facet | Yeo, Wan Teng Ling, Hui Yin Chai, Ming Mei |
| author_sort | Yeo, Wan Teng |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. They like short and interesting content through new media compared to traditional broadcasting. Thus, in developing commercials, advertisers should consider the length of commercials and the media content to deliver messages to young adults effectively. When people access smartphone commercials, the most common type of broadcasting appeal that would be utilized is a rational and emotional appeal. Besides, marketers also advertised their merchandise through social platforms like YouTube, Facebook, Instagram, and etc. This study's purpose is to find out which broadcasting appeal for smartphone commercials, among logical appeal and sentimental appeal, would prompt young adult’s acquisition resolution. The analysis is performed using a qualitative methodology approach. 22 interviewees between the ages of 18 to 26 years old are involved in the interview session. Outcomes of this work would give a boost to many parties, including an advertiser, and academics. |
| first_indexed | 2025-11-15T19:32:25Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-4028 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:32:25Z |
| publishDate | 2020 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-40282021-03-15T08:06:18Z Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention Yeo, Wan Teng Ling, Hui Yin Chai, Ming Mei HF Commerce In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. They like short and interesting content through new media compared to traditional broadcasting. Thus, in developing commercials, advertisers should consider the length of commercials and the media content to deliver messages to young adults effectively. When people access smartphone commercials, the most common type of broadcasting appeal that would be utilized is a rational and emotional appeal. Besides, marketers also advertised their merchandise through social platforms like YouTube, Facebook, Instagram, and etc. This study's purpose is to find out which broadcasting appeal for smartphone commercials, among logical appeal and sentimental appeal, would prompt young adult’s acquisition resolution. The analysis is performed using a qualitative methodology approach. 22 interviewees between the ages of 18 to 26 years old are involved in the interview session. Outcomes of this work would give a boost to many parties, including an advertiser, and academics. 2020-12-02 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf Yeo, Wan Teng and Ling, Hui Yin and Chai, Ming Mei (2020) Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention. Final Year Project, UTAR. http://eprints.utar.edu.my/4028/ |
| spellingShingle | HF Commerce Yeo, Wan Teng Ling, Hui Yin Chai, Ming Mei Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention |
| title | Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention |
| title_full | Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention |
| title_fullStr | Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention |
| title_full_unstemmed | Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention |
| title_short | Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention |
| title_sort | rational versus emotional appeals for smartphone advertisement in triggering utar undergraduates purchase intention |
| topic | HF Commerce |
| url | http://eprints.utar.edu.my/4028/ http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf |