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ATTITUDE TOWARDS ADVERTISING AMONG YOUNG ADULTS: A COMPARATIVE STUDY BY ETHNICITY

International Journal of Business and Society

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Field Value
 
Title ATTITUDE TOWARDS ADVERTISING AMONG YOUNG ADULTS: A COMPARATIVE STUDY BY ETHNICITY
 
Creator Ting, Hiram
de Run, Ernest Cyril
Jee, Teck-Weng
 
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.Keywords: Advertising; Attitude; Belief; Culture; Ethnic; Young Adults.
 
Publisher Faculty of Economics and Business, UNIMAS
 
Date 2017-11-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://publisher.unimas.my/ojs/index.php/IJBS/article/view/575
 
Source International Journal of Business and Society; Vol 16 No 3 (2015): International Journal of Business and Society
1511-6670
 
Language eng
 
Relation http://publisher.unimas.my/ojs/index.php/IJBS/article/view/575/517
 
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