Since 2014
Online Advertising: A Study of Malaysian Consumers
International Journal of Business and Information
View Archive Info| Field | Value | |
| Title |
Online Advertising: A Study of Malaysian Consumers
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| Creator |
Wei, Khong Kok
Jerome, Theresa Shan, Leong Wai |
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| Description |
Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising features on purchase intentions. Three features of online advertising are discussed and examined – Multimedia, Pictures, and Content – based on an empirical study involving a survey of 150 sample size. The dataset underwent a statistical analysis; i.e., structural equation modeling (SEM). Findings reveal that features of online advertising do generate positive influence on purchase intentions. Results further reveal that the Pictures feature generates the highest possibility of consumers’ purchase intentions. Marketers will find these results useful as they can be used to maximize the impact of advertising efforts to generate purchase intentions.
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| Publisher |
International Business Academics Consortium
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| Date |
2015-11-13
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://ijbi.org/ijbi/article/view/51
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| Source |
International Journal of Business and Information; Vol 5 No 2 (2010)
2520-0151 1728-8673 |
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| Language |
eng
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| Relation |
https://ijbi.org/ijbi/article/view/51/55
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| Rights |
Copyright (c) 2015 International Journal of Business and Information
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