Social Media and Advertising: An Exploratory Study on the Lifestyle of Generation Y Consumers in Malaysia
One out of every seven people in the world today has a Facebook page and about four out of every five active internet users visit social networking sites and blogs. There is an increasing adoption of social media advertising by corporations. Social media has become an integral part of the consumer...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/628/1/2016-May-%20Research%20Journal%20of%20Social%20Science%20and%20Management.pdf http://eprints.intimal.edu.my/628/ |
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| Institution: | INTI International University |
| Language: | English |
| Summary: | One out of every seven people in the world today has a Facebook page and about four out of every five
active internet users visit social networking sites and blogs. There is an increasing adoption of social
media advertising by corporations. Social media has become an integral part of the consumers’ daily
lives as well as corporate organisations’ day-to-day operations. This growth is an indication of a longterm
trend toward social media usage among corporations (as well as individual brands) becoming the
norm. This paper explores responses to social media advertising to determine if Generation Y
consumers in Malaysia with different demographic characteristics differ in their attitude towards social
media advertising, purchase intention and actual purchase of products and services advertised on social
media. It also provides useful insight to enable businesses ensure more efficient utilization of their
advertising budget and development of more effective advertising strategy. |
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