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Perceived Value of Advertising Message That Influence Generation Y' Purchase Intention.

This research investigates the perceived value of advertising message towards Gen Y with regards to the extent of perceived informativeness, perceived credibility and perceived entertainment of advertising message in indicating their behavioral intention. 300 Gen Y in Malaysia (respondents who are i...

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Bibliographic Details
Main Authors:	Arman, Hj. Ahmad, Izian, Idris, Rong, Gan Hao, Siti Suhana, Alias, Nursyuhadah, Abdul Rahman, Ridzuan, Masri, Mohamad Naseer, Mohamad Noor
Format:	Conference or Workshop Item
Language:	English
Published:	2020
Subjects:	H Social Sciences (General)
Online Access:	http://ur.aeu.edu.my/768/1/WMC-2020-WMC2020_RP12Armanetal.2020PerceivedValueofAdvertisingMessageThatInfluenceGenerationYPurchaseIntention-2-14.pdf http://ur.aeu.edu.my/768/
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