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The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia

This paper aims to analyze the relationship between print service advertising, broadcast advertising, social media advertising and consumer purchasing behavior. Focusing on the role of advertising media in enhancing consumer purchasing behavior, the research was set in the context of Malaysian food...

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Main Authors: Ong, Choon Hee, Woon, Say Yen
Format: Article
Published: Macrothink Institute 2018
Subjects:
HF Commerce
Online Access:http://eprints.utm.my/id/eprint/86866/
http://dx.doi.org/10.5296/ijhrs.v8i2.12877
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spelling my.utm.868662020-10-22T04:08:04Z http://eprints.utm.my/id/eprint/86866/ The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia Ong, Choon Hee Woon, Say Yen HF Commerce This paper aims to analyze the relationship between print service advertising, broadcast advertising, social media advertising and consumer purchasing behavior. Focusing on the role of advertising media in enhancing consumer purchasing behavior, the research was set in the context of Malaysian food and beverages industry. The respondents consisted of consumers of the food and beverages outlets in Johor Bahru, Johor, Malaysia. A quantitative cross sectional survey method was adopted, coupled with factor analysis and multiple regression analysis to analyze the collected data. The findings of this study revealed that print service advertising, broadcast advertising and social media advertising were positively and significantly related to consumer purchasing behaviour. Further, social media advertising was found to be the strongest predictor of consumer purchasing behavior. The findings of this research facilitate food and beverages operators to identify the appropriate method of advertising to capture the attention of consumers and subsequently increase their market share. Macrothink Institute 2018 Article PeerReviewed Ong, Choon Hee and Woon, Say Yen (2018) The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia. International Journal of Human Resource Studies, 8 (2). pp. 148-163. ISSN 2162-3058 http://dx.doi.org/10.5296/ijhrs.v8i2.12877 DOI:10.5296/ijhrs.v8i2.12877
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HF Commerce
spellingShingle HF Commerce
Ong, Choon Hee
Woon, Say Yen
The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia
description This paper aims to analyze the relationship between print service advertising, broadcast advertising, social media advertising and consumer purchasing behavior. Focusing on the role of advertising media in enhancing consumer purchasing behavior, the research was set in the context of Malaysian food and beverages industry. The respondents consisted of consumers of the food and beverages outlets in Johor Bahru, Johor, Malaysia. A quantitative cross sectional survey method was adopted, coupled with factor analysis and multiple regression analysis to analyze the collected data. The findings of this study revealed that print service advertising, broadcast advertising and social media advertising were positively and significantly related to consumer purchasing behaviour. Further, social media advertising was found to be the strongest predictor of consumer purchasing behavior. The findings of this research facilitate food and beverages operators to identify the appropriate method of advertising to capture the attention of consumers and subsequently increase their market share.
format Article
author Ong, Choon Hee
Woon, Say Yen
author_facet Ong, Choon Hee
Woon, Say Yen
author_sort Ong, Choon Hee
title The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia
title_short The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia
title_full The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia
title_fullStr The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia
title_full_unstemmed The influence of advertising media towards consumer purchasing behavior in the food and beverage industry in Malaysia
title_sort influence of advertising media towards consumer purchasing behavior in the food and beverage industry in malaysia
publisher Macrothink Institute
publishDate 2018
url http://eprints.utm.my/id/eprint/86866/
http://dx.doi.org/10.5296/ijhrs.v8i2.12877
_version_ 1681489484968886272
score 13.211869

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