The impact of social media advertising features on the purchase intention of the Malay millennial consumer

• Published in: SEARCH Journal of Media and Communication Research
• Main Author: Agil H.; Ahmad A.L.; Azlan A.A.
• Format: Article
• Language: English
• Published: Taylor's University Lakeside Campus 2022
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85147148812&partnerID=40&md5=08b7d3be1ede23d3a35c116c893d06b8

Social media is frequently utilised as a platform for marketing and advertising. As such, businesses invest a lot of time, money, and resources in social media advertising. However, there is always a challenge in designing social media advertising that successfully attracts people and motivates them to purchase their brands. This study was undertaken with the objective of gaining a deeper understanding of the impact of social media advertising elements on the purchase intention of millennial Malay consumers. Focus group discussions were conducted with 36 informants from generations Y and Z who were chosen using purposive sampling. The findings indicate that interaction, informativeness, creativity, and attractiveness, as well as habitual behaviour, influence consumer purchase intent. Even if they have a different understanding of social media and the digital world, these two generations have essentially identical perspectives. Values, cultures, and customs do not play a significant influence in this study’s conclusions, but they are deemed essential for the creation of advertising content that does not contradict with the informant’s religion and values. This study is limited by a variety of factors that could be examined in future research as it does not investigate the influence of other demographic characteristics, such as gender, income level, and level of education. This study also investigates social media advertisements across many social media platforms without focusing on the influence of the platforms’ characteristics. Thus, future research could investigate the influence of other platforms on this topic. © SEARCH Journal 2022.