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Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention

In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. Th...

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Main Authors: Yeo, Wan Teng, Ling, Hui Yin, Chai, Ming Mei
Format: Final Year Project / Dissertation / Thesis
Published: 2020
Subjects:
HF Commerce
Online Access:http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf
http://eprints.utar.edu.my/4028/
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spelling my-utar-eprints.40282021-03-15T08:06:18Z Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention Yeo, Wan Teng Ling, Hui Yin Chai, Ming Mei HF Commerce In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. They like short and interesting content through new media compared to traditional broadcasting. Thus, in developing commercials, advertisers should consider the length of commercials and the media content to deliver messages to young adults effectively. When people access smartphone commercials, the most common type of broadcasting appeal that would be utilized is a rational and emotional appeal. Besides, marketers also advertised their merchandise through social platforms like YouTube, Facebook, Instagram, and etc. This study's purpose is to find out which broadcasting appeal for smartphone commercials, among logical appeal and sentimental appeal, would prompt young adult’s acquisition resolution. The analysis is performed using a qualitative methodology approach. 22 interviewees between the ages of 18 to 26 years old are involved in the interview session. Outcomes of this work would give a boost to many parties, including an advertiser, and academics. 2020-12-02 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf Yeo, Wan Teng and Ling, Hui Yin and Chai, Ming Mei (2020) Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention. Final Year Project, UTAR. http://eprints.utar.edu.my/4028/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HF Commerce
spellingShingle HF Commerce
Yeo, Wan Teng
Ling, Hui Yin
Chai, Ming Mei
Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
description In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. They like short and interesting content through new media compared to traditional broadcasting. Thus, in developing commercials, advertisers should consider the length of commercials and the media content to deliver messages to young adults effectively. When people access smartphone commercials, the most common type of broadcasting appeal that would be utilized is a rational and emotional appeal. Besides, marketers also advertised their merchandise through social platforms like YouTube, Facebook, Instagram, and etc. This study's purpose is to find out which broadcasting appeal for smartphone commercials, among logical appeal and sentimental appeal, would prompt young adult’s acquisition resolution. The analysis is performed using a qualitative methodology approach. 22 interviewees between the ages of 18 to 26 years old are involved in the interview session. Outcomes of this work would give a boost to many parties, including an advertiser, and academics.
format Final Year Project / Dissertation / Thesis
author Yeo, Wan Teng
Ling, Hui Yin
Chai, Ming Mei
author_facet Yeo, Wan Teng
Ling, Hui Yin
Chai, Ming Mei
author_sort Yeo, Wan Teng
title Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
title_short Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
title_full Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
title_fullStr Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
title_full_unstemmed Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention
title_sort rational versus emotional appeals for smartphone advertisement in triggering utar undergraduates purchase intention
publishDate 2020
url http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf
http://eprints.utar.edu.my/4028/
_version_ 1695535851615813632
score 13.211869

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