The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia

• Main Authors: Ong, Choon Hee, Woon, Say Yen
• Format: Article
• Published: Macrothink Institute 2018
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/86866/; http://dx.doi.org/10.5296/ijhrs.v8i2.12877
• Institution: Universiti Teknologi Malaysia

This paper aims to analyze the relationship between print service advertising, broadcast advertising, social media advertising and consumer purchasing behavior. Focusing on the role of advertising media in enhancing consumer purchasing behavior, the research was set in the context of Malaysian food...