The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food

• Main Author: Chong, Chen Siang
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2019
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/34598/1/Chong%20Chen%20Siang%20ft.pdf; http://ir.unimas.my/id/eprint/34598/

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.