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Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy

This study was conducted to identify the relationship of advertising attributes towards Gen Y attitude and behavioral of Gen Y to adopt online advertising in UiTM Sarawak. Generation Y are "the first generation spending their entire lives in the globalization environment with rapid internet us...

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Main Author: James Jimmy, Josephine Jelawat
Format: Student Project
Language:English
Published: 2015
Subjects:
Small business. Medium-sized business
Advertising
Online Access:http://ir.uitm.edu.my/id/eprint/41425/1/41425.pdf
http://ir.uitm.edu.my/id/eprint/41425/
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id my.uitm.ir.41425
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spelling my.uitm.ir.414252021-02-11T07:47:12Z http://ir.uitm.edu.my/id/eprint/41425/ Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy James Jimmy, Josephine Jelawat Small business. Medium-sized business Advertising This study was conducted to identify the relationship of advertising attributes towards Gen Y attitude and behavioral of Gen Y to adopt online advertising in UiTM Sarawak. Generation Y are "the first generation spending their entire lives in the globalization environment with rapid internet usage" as compare to older generation. The study aims To examine the relationship of advertising attributes towards Gen Y attitude to adopt online advertising and to determine the subsequent impacts of attitude and behavioral intention to advertising attributes among degree students in UiTM Sarawak. There are four characteristics been identified in advertising attributes that influencing the attitude and behavioral of generation Y to adopt online advertising which are in formativeness, entertainment, irritation and credibility. This study adopts quantitative approach with collected samples of 250 respondents through direct questionnaires method. SPSS statistical tool was used to test the descriptive statistics. Result show that most of the result tends to go neutral but most relevant factor is goes to in formativeness. Implications, limitations and recommendations for future research are also discussed. 2015-06 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/41425/1/41425.pdf James Jimmy, Josephine Jelawat (2015) Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Small business. Medium-sized business
Advertising
spellingShingle Small business. Medium-sized business
Advertising
James Jimmy, Josephine Jelawat
Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy
description This study was conducted to identify the relationship of advertising attributes towards Gen Y attitude and behavioral of Gen Y to adopt online advertising in UiTM Sarawak. Generation Y are "the first generation spending their entire lives in the globalization environment with rapid internet usage" as compare to older generation. The study aims To examine the relationship of advertising attributes towards Gen Y attitude to adopt online advertising and to determine the subsequent impacts of attitude and behavioral intention to advertising attributes among degree students in UiTM Sarawak. There are four characteristics been identified in advertising attributes that influencing the attitude and behavioral of generation Y to adopt online advertising which are in formativeness, entertainment, irritation and credibility. This study adopts quantitative approach with collected samples of 250 respondents through direct questionnaires method. SPSS statistical tool was used to test the descriptive statistics. Result show that most of the result tends to go neutral but most relevant factor is goes to in formativeness. Implications, limitations and recommendations for future research are also discussed.
format Student Project
author James Jimmy, Josephine Jelawat
author_facet James Jimmy, Josephine Jelawat
author_sort James Jimmy, Josephine Jelawat
title Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy
title_short Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy
title_full Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy
title_fullStr Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy
title_full_unstemmed Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy
title_sort relationship of advertising attributes toward gen y attitude and behaviour intentions to adopt online advertising / josephine jelawat anak james jimmy
publishDate 2015
url http://ir.uitm.edu.my/id/eprint/41425/1/41425.pdf
http://ir.uitm.edu.my/id/eprint/41425/
_version_ 1691735796143357952
score 13.211869

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