The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
Fast food is a growing industry in Malaysia due to many outlet expansions every year. Consumers especially busy adults are the main target customers of fast food outlets. Therefore, this research aimed to investigate the effect of fast food social media advertisement (informativenss; emotional ap...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/34598/1/Chong%20Chen%20Siang%20ft.pdf http://ir.unimas.my/id/eprint/34598/ |
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| Summary: | Fast food is a growing industry in Malaysia due to many outlet expansions
every year. Consumers especially busy adults are the main target customers of fast
food outlets. Therefore, this research aimed to investigate the effect of fast food social
media advertisement (informativenss; emotional appeal; advertising creativity) on
attitude towards the advertisement followed by purchase intention. Theory of
Reasoned Action (TRA) has been adapted to construct the research framework. A
quantitative approach was administered towards UNIMAS students. 200
questionnaires were collected for data analysis. The result revealed that fast food social
media advertisement is positively related to attitude towards the advertisement and
then the attitude is positively related to purchase intention. Limitation and
recommendation for future studies and industry were also outlined at the end of the
research. |
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