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The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food

Fast food is a growing industry in Malaysia due to many outlet expansions every year. Consumers especially busy adults are the main target customers of fast food outlets. Therefore, this research aimed to investigate the effect of fast food social media advertisement (informativenss; emotional ap...

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Bibliographic Details
Main Author: Chong, Chen Siang
Format: Final Year Project Report
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2019
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/34598/1/Chong%20Chen%20Siang%20ft.pdf
http://ir.unimas.my/id/eprint/34598/
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spelling my.unimas.ir.345982023-07-03T02:06:26Z http://ir.unimas.my/id/eprint/34598/ The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food Chong, Chen Siang H Social Sciences (General) Fast food is a growing industry in Malaysia due to many outlet expansions every year. Consumers especially busy adults are the main target customers of fast food outlets. Therefore, this research aimed to investigate the effect of fast food social media advertisement (informativenss; emotional appeal; advertising creativity) on attitude towards the advertisement followed by purchase intention. Theory of Reasoned Action (TRA) has been adapted to construct the research framework. A quantitative approach was administered towards UNIMAS students. 200 questionnaires were collected for data analysis. The result revealed that fast food social media advertisement is positively related to attitude towards the advertisement and then the attitude is positively related to purchase intention. Limitation and recommendation for future studies and industry were also outlined at the end of the research. Universiti Malaysia Sarawak, (UNIMAS) 2019 Final Year Project Report NonPeerReviewed text en http://ir.unimas.my/id/eprint/34598/1/Chong%20Chen%20Siang%20ft.pdf Chong, Chen Siang (2019) The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food. [Final Year Project Report] (Unpublished)
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Chong, Chen Siang
The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
description Fast food is a growing industry in Malaysia due to many outlet expansions every year. Consumers especially busy adults are the main target customers of fast food outlets. Therefore, this research aimed to investigate the effect of fast food social media advertisement (informativenss; emotional appeal; advertising creativity) on attitude towards the advertisement followed by purchase intention. Theory of Reasoned Action (TRA) has been adapted to construct the research framework. A quantitative approach was administered towards UNIMAS students. 200 questionnaires were collected for data analysis. The result revealed that fast food social media advertisement is positively related to attitude towards the advertisement and then the attitude is positively related to purchase intention. Limitation and recommendation for future studies and industry were also outlined at the end of the research.
format Final Year Project Report
author Chong, Chen Siang
author_facet Chong, Chen Siang
author_sort Chong, Chen Siang
title The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
title_short The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
title_full The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
title_fullStr The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
title_full_unstemmed The Relationship Between Social Media Advertisement And Purchase Intention - A Study Of Fast Food
title_sort relationship between social media advertisement and purchase intention - a study of fast food
publisher Universiti Malaysia Sarawak, (UNIMAS)
publishDate 2019
url http://ir.unimas.my/id/eprint/34598/1/Chong%20Chen%20Siang%20ft.pdf
http://ir.unimas.my/id/eprint/34598/
_version_ 1770555402277093376
score 13.211869

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