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A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia

This study explores the trend of Eid-related video advertisements in Malaysia on online streaming platforms like YouTube, as focusing on major corporate channels such as Petronas, TNB, Malaysia Airlines, and Telekom Malaysia. Thus, the aim of the study is to explore the trend of Eid advertisements a...

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Main Authors: Shazleen Mohamed,, Wardatul Hayat Adnan,, Ahmad Syazwan Syuwari Nordin,, Mohd Fadly Khamis,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/23727/1/32-42%2068661-245724-2-PB.pdf
http://journalarticle.ukm.my/23727/
https://ejournal.ukm.my/ebangi/index
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spelling my-ukm.journal.237272024-07-09T00:42:24Z http://journalarticle.ukm.my/23727/ A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia Shazleen Mohamed, Wardatul Hayat Adnan, Ahmad Syazwan Syuwari Nordin, Mohd Fadly Khamis, This study explores the trend of Eid-related video advertisements in Malaysia on online streaming platforms like YouTube, as focusing on major corporate channels such as Petronas, TNB, Malaysia Airlines, and Telekom Malaysia. Thus, the aim of the study is to explore the trend of Eid advertisements and Malaysian audience engagement through corporate video on YouTube Channel. Notable differences emerged in how each company portrayed these values, showcasing unique approaches to brand representation. Despite the commonality in values, the varied portrayal methods indicated distinct brand identities for each organisation. The analysis was conducted using content analysis through viewing the Eid advertising video which emphasised the importance of crafting a brand image within the Eid-themed video content to resonate and be memorable among viewers. Findings shows that while companies align on shared values for Eid advertisements, the way these values are communicated plays a crucial role in shaping the brand's image and audience engagement. Consistent and respectful representation of shared values building trust towards the audiences. Meanwhile, broadcasters must ensure that the advertisements they air are culturally sensitive and align with the values of the audience. Penerbit Universiti Kebangsaan Malaysia 2024-05 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/23727/1/32-42%2068661-245724-2-PB.pdf Shazleen Mohamed, and Wardatul Hayat Adnan, and Ahmad Syazwan Syuwari Nordin, and Mohd Fadly Khamis, (2024) A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia. e-Bangi Journal of Social Sciences & Humanities, 21 (2). pp. 32-42. ISSN 1823-884x https://ejournal.ukm.my/ebangi/index
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 This study explores the trend of Eid-related video advertisements in Malaysia on online streaming platforms like YouTube, as focusing on major corporate channels such as Petronas, TNB, Malaysia Airlines, and Telekom Malaysia. Thus, the aim of the study is to explore the trend of Eid advertisements and Malaysian audience engagement through corporate video on YouTube Channel. Notable differences emerged in how each company portrayed these values, showcasing unique approaches to brand representation. Despite the commonality in values, the varied portrayal methods indicated distinct brand identities for each organisation. The analysis was conducted using content analysis through viewing the Eid advertising video which emphasised the importance of crafting a brand image within the Eid-themed video content to resonate and be memorable among viewers. Findings shows that while companies align on shared values for Eid advertisements, the way these values are communicated plays a crucial role in shaping the brand's image and audience engagement. Consistent and respectful representation of shared values building trust towards the audiences. Meanwhile, broadcasters must ensure that the advertisements they air are culturally sensitive and align with the values of the audience.
format Article
author Shazleen Mohamed,
Wardatul Hayat Adnan,
Ahmad Syazwan Syuwari Nordin,
Mohd Fadly Khamis,
spellingShingle Shazleen Mohamed,
Wardatul Hayat Adnan,
Ahmad Syazwan Syuwari Nordin,
Mohd Fadly Khamis,
A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia
author_facet Shazleen Mohamed,
Wardatul Hayat Adnan,
Ahmad Syazwan Syuwari Nordin,
Mohd Fadly Khamis,
author_sort Shazleen Mohamed,
title A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia
title_short A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia
title_full A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia
title_fullStr A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia
title_full_unstemmed A comparative study on eid advertisement video through corporate Youtube channels and audience engagement in Malaysia
title_sort comparative study on eid advertisement video through corporate youtube channels and audience engagement in malaysia
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/23727/1/32-42%2068661-245724-2-PB.pdf
http://journalarticle.ukm.my/23727/
https://ejournal.ukm.my/ebangi/index
_version_ 1804066017573339136
score 13.211869

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