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The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students

Link to publisher's homepage at https://ijbt.unimap.edu.my

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Main Authors: J.L. Goo, U.N. Saraih, H.J. Jaafar, M.Y. Bibi Noraini, W.S. Yusoff, M.S. Ramish
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2022
Subjects:
Consumer’s buying behaviour
False advertisement
Bait advertisement
Spamming
Psychoactive advertisement
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/74567
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spelling my.unimap-745672022-03-04T07:43:10Z The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students J.L. Goo U.N. Saraih H.J. Jaafar M.Y. Bibi Noraini W.S. Yusoff M.S. Ramish Consumer’s buying behaviour False advertisement Bait advertisement Spamming Psychoactive advertisement Link to publisher's homepage at https://ijbt.unimap.edu.my An unethical brand of marketing is a type of marketing strategy that distorts or exaggerates the truth of products offer, closely followed by using unrealistic, altered images or unverified claims to confuse and mislead potential consumers. Nowadays, it has become an integral component of online shopping for most consumers as many companies adopted unprincipled and dishonourable practices in an effort to maintain a profitable relationship with their targeted consumers. The purpose of this study is to determine the influence of unethical marketing practices on consumers’ buying behaviours among tertiary students from a local university located in north of Malaysia. Four independent variables on consumers’ buying behaviours were tested, namely, False Advertisement, Bait Advertisement, Spamming, and Psychoactive Advertisement. A total of 317 questionnaires were collected from the target group, employing a quantitative method of collecting data. Data were analysed using SPSS (version 22). Based on Pearson’s correlation analysis, showed that there was a moderately positive relationship between consumers’ buying behaviours and all of the unethical marketing practices named above. The outcomes revealed a positive and moderate relationship between Consumers’ Buying Behaviours and False Advertisement (r=0.458); Bait Advertisement (r=0.514); Spamming (0.564); and Psychoactive Advertisement (r=0.606). Next, based on the multiple regression analysis, the accepted hypotheses included significant influences of False Advertisement (β=0.203, t=4.038, p=0.000), Spamming (β=0.256, t=4.768, p=0.000) and Psychoactive Advertisement (β=0.413, t=0.413, p=0.000) on Consumers’ Buying Behaviours. Nevertheless, the only hypothesis rejected in this study was Bait Advertisement (β=0.117, t=2.251, p=0.025) which showed no significant influence on Consumers’ Buying Behaviours among the students in this university. 2022-03-04T07:43:10Z 2022-03-04T07:43:10Z 2021-10 Article International Journal of Business and Technopreneurship, vol.11(3), 2021, pages 77-88 2231-7090 (printed) 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/74567 https://ijbt.unimap.edu.my en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Consumer’s buying behaviour
False advertisement
Bait advertisement
Spamming
Psychoactive advertisement
spellingShingle Consumer’s buying behaviour
False advertisement
Bait advertisement
Spamming
Psychoactive advertisement
J.L. Goo
U.N. Saraih
H.J. Jaafar
M.Y. Bibi Noraini
W.S. Yusoff
M.S. Ramish
The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students
description Link to publisher's homepage at https://ijbt.unimap.edu.my
format Article
author J.L. Goo
U.N. Saraih
H.J. Jaafar
M.Y. Bibi Noraini
W.S. Yusoff
M.S. Ramish
author_facet J.L. Goo
U.N. Saraih
H.J. Jaafar
M.Y. Bibi Noraini
W.S. Yusoff
M.S. Ramish
author_sort J.L. Goo
title The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students
title_short The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students
title_full The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students
title_fullStr The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students
title_full_unstemmed The influence of unethical marketing practices on consumers’ buying behaviours among Malaysian tertiary students
title_sort influence of unethical marketing practices on consumers’ buying behaviours among malaysian tertiary students
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2022
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/74567
_version_ 1729704775531888640
score 13.214268

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