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The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company

In the context of one of the marketing mix elements (promotion), social media advertising is vital for enhancing consumer awareness and perception of a company's products and services. In employing the Theory of Advertising Value framework, this research aims to establish a model to comprehend...

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Main Authors: Nizam, Nurul Zarirah, Kamarudin, Nurhayati, Bakri, Mohammed Hariri
Format: Article
Language:English
Published: Human Resource Management Academic Research Society (HRMARS) 2024
Online Access:http://eprints.utem.edu.my/id/eprint/27467/2/The%20perception%20and%20brand%20attitude%20of%20paid%20versus%20organic%20social%20media%20advertising%20Case%20study%20of%20the%20Mamee%20Company.pdf
http://eprints.utem.edu.my/id/eprint/27467/
https://hrmars.com/papers_submitted/21413/the-perception-and-brand-attitude-of-paid-versus-organic-social-media-advertising-case-study-of-the-mamee-company.pdf
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spelling my.utem.eprints.274672024-07-25T11:20:28Z http://eprints.utem.edu.my/id/eprint/27467/ The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company Nizam, Nurul Zarirah Kamarudin, Nurhayati Bakri, Mohammed Hariri In the context of one of the marketing mix elements (promotion), social media advertising is vital for enhancing consumer awareness and perception of a company's products and services. In employing the Theory of Advertising Value framework, this research aims to establish a model to comprehend the effectiveness of paid versus organic social media advertising based on the perception and brand attitude of Generation Z. The location study will be conducted in Melaka because there are more urban areas such as that have higher social media usage due to greater access to internet connectivity, digital devices, and younger demographic that tends to be more engaged with social media platforms. Overall, 175 social media users among Gen Z in Melaka state were chosen using convenience sampling. Generation Z was chosen because they grow in a technological world and are interconnected with social media platforms. This quantified research accumulated survey questionnaire data to evaluate the hypotheses and the relationship between independent and dependent variables. This study revealed that all four advertising values enormously affect Generation Z's perception and brand attitudes: informativeness, entertainment, irritation, and credibility. The researcher leveraged SPSS version 29.0 to perform an explanatory analysis, Pearson correlation analysis, multiple regression analysis, and validity and reliability analysis on the information collected intended for the present research. In practical contribution, the expected outcome contributes to the expanded collection of information regarding the factors that inspire food and beverage (F&B) companies to choose suitable mediums for product promotion, whether paid or organic social media advertising and thus alter their strategy for social media advertising. Human Resource Management Academic Research Society (HRMARS) 2024-05 Article PeerReviewed text en http://eprints.utem.edu.my/id/eprint/27467/2/The%20perception%20and%20brand%20attitude%20of%20paid%20versus%20organic%20social%20media%20advertising%20Case%20study%20of%20the%20Mamee%20Company.pdf Nizam, Nurul Zarirah and Kamarudin, Nurhayati and Bakri, Mohammed Hariri (2024) The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company. International Journal Of Academic Research In Business And Social Sciences, 14 (5). pp. 592-606. ISSN 2222-6990 https://hrmars.com/papers_submitted/21413/the-perception-and-brand-attitude-of-paid-versus-organic-social-media-advertising-case-study-of-the-mamee-company.pdf 10.6007/IJARBSS/v14-i5/21413
institution Universiti Teknikal Malaysia Melaka
building UTEM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknikal Malaysia Melaka
content_source UTEM Institutional Repository
url_provider http://eprints.utem.edu.my/
language English
description In the context of one of the marketing mix elements (promotion), social media advertising is vital for enhancing consumer awareness and perception of a company's products and services. In employing the Theory of Advertising Value framework, this research aims to establish a model to comprehend the effectiveness of paid versus organic social media advertising based on the perception and brand attitude of Generation Z. The location study will be conducted in Melaka because there are more urban areas such as that have higher social media usage due to greater access to internet connectivity, digital devices, and younger demographic that tends to be more engaged with social media platforms. Overall, 175 social media users among Gen Z in Melaka state were chosen using convenience sampling. Generation Z was chosen because they grow in a technological world and are interconnected with social media platforms. This quantified research accumulated survey questionnaire data to evaluate the hypotheses and the relationship between independent and dependent variables. This study revealed that all four advertising values enormously affect Generation Z's perception and brand attitudes: informativeness, entertainment, irritation, and credibility. The researcher leveraged SPSS version 29.0 to perform an explanatory analysis, Pearson correlation analysis, multiple regression analysis, and validity and reliability analysis on the information collected intended for the present research. In practical contribution, the expected outcome contributes to the expanded collection of information regarding the factors that inspire food and beverage (F&B) companies to choose suitable mediums for product promotion, whether paid or organic social media advertising and thus alter their strategy for social media advertising.
format Article
author Nizam, Nurul Zarirah
Kamarudin, Nurhayati
Bakri, Mohammed Hariri
spellingShingle Nizam, Nurul Zarirah
Kamarudin, Nurhayati
Bakri, Mohammed Hariri
The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company
author_facet Nizam, Nurul Zarirah
Kamarudin, Nurhayati
Bakri, Mohammed Hariri
author_sort Nizam, Nurul Zarirah
title The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company
title_short The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company
title_full The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company
title_fullStr The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company
title_full_unstemmed The perception and brand attitude of paid versus organic social media advertising: Case study of the Mamee Company
title_sort perception and brand attitude of paid versus organic social media advertising: case study of the mamee company
publisher Human Resource Management Academic Research Society (HRMARS)
publishDate 2024
url http://eprints.utem.edu.my/id/eprint/27467/2/The%20perception%20and%20brand%20attitude%20of%20paid%20versus%20organic%20social%20media%20advertising%20Case%20study%20of%20the%20Mamee%20Company.pdf
http://eprints.utem.edu.my/id/eprint/27467/
https://hrmars.com/papers_submitted/21413/the-perception-and-brand-attitude-of-paid-versus-organic-social-media-advertising-case-study-of-the-mamee-company.pdf
_version_ 1806429968967663616
score 13.211869

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