Advertising Value and Consumer Attitude Towards Online Advertising in Malaysia

Sebastiane, Lo Sim Ling (2019) Advertising Value and Consumer Attitude Towards Online Advertising in Malaysia. [Final Year Project Report] (Unpublished)

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Abstract

In 21" Century, internet advertising has become an important medium to reach the consumers. There are increasing in number of internet users around the world including Malaysia. Therefore, it is important that the marketers need to understand the advertising value and consumers attitude towards online advertising in order to create an effective online advertising. The main objective of this research is to study the factor that effect advertising value and consumer attitude towards online advertising in Malaysia. This research is to examine the independent variables which comprise entertainment, informativeness and credibility that have impact on the dependent variables, advertising value and consumers' attitude toward online advertising from the perspective of Malaysia. The conceptual framework of this study is adopted from Ducoffe's model and Brackett and Carr model to accommodate the Malaysia context. A total number of 150 respondents within Malaysia was drawn randomly and used in this study. SPSS software and smart PLS was used in this study to carry out several analyses such as descriptive analysis, measurement of model, and assessment of structural model. The result of this study will be very useful to the marketers in exploring the experience and knowledge of online advertising.

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