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Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase

Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get th...

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Main Authors: Syazwani Mahsal Khan,, Norsiah Abdul Hamid,, Sabrina Mohd Rashid,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2021
Online Access:http://journalarticle.ukm.my/18644/1/27177-167832-1-PB.pdf
http://journalarticle.ukm.my/18644/
https://ejournal.ukm.my/mjc/issue/view/1424
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spelling my-ukm.journal.186442022-05-24T00:08:40Z http://journalarticle.ukm.my/18644/ Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase Syazwani Mahsal Khan, Norsiah Abdul Hamid, Sabrina Mohd Rashid, Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of products and consumers’ motivation on spending. The findings of this study revealed that information processed from music on advertisements, available on social media platforms, can affect young consumer’s decision making to purchase. This study contributed to our understanding that music used in an advertisement, and in this case on social media, can influence young consumers to develop preference towards the advertised product. This is a subtle approach to influence their decision to purchase products in the future. As a result, they are more likely to engage with upcoming product advertisements. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/18644/1/27177-167832-1-PB.pdf Syazwani Mahsal Khan, and Norsiah Abdul Hamid, and Sabrina Mohd Rashid, (2021) Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase. Jurnal Komunikasi ; Malaysian Journal of Communication, 37 (3). pp. 1-17. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1424
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of products and consumers’ motivation on spending. The findings of this study revealed that information processed from music on advertisements, available on social media platforms, can affect young consumer’s decision making to purchase. This study contributed to our understanding that music used in an advertisement, and in this case on social media, can influence young consumers to develop preference towards the advertised product. This is a subtle approach to influence their decision to purchase products in the future. As a result, they are more likely to engage with upcoming product advertisements.
format Article
author Syazwani Mahsal Khan,
Norsiah Abdul Hamid,
Sabrina Mohd Rashid,
spellingShingle Syazwani Mahsal Khan,
Norsiah Abdul Hamid,
Sabrina Mohd Rashid,
Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase
author_facet Syazwani Mahsal Khan,
Norsiah Abdul Hamid,
Sabrina Mohd Rashid,
author_sort Syazwani Mahsal Khan,
title Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase
title_short Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase
title_full Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase
title_fullStr Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase
title_full_unstemmed Music in advertisement on social media platforms towards Malaysian young consumers’ decision making to purchase
title_sort music in advertisement on social media platforms towards malaysian young consumers’ decision making to purchase
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2021
url http://journalarticle.ukm.my/18644/1/27177-167832-1-PB.pdf
http://journalarticle.ukm.my/18644/
https://ejournal.ukm.my/mjc/issue/view/1424
_version_ 1734300930725117952
score 13.211869

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