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Social Media Advertising: How Effective Are You on Gen Y and Gen Z Consumers in Malaysia?

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dc.contributor.author Mun, Brian Wong Kee
dc.contributor.author Yi, Chua Jia
dc.date.accessioned 2021-10-31T14:37:51Z
dc.date.available 2021-10-31T14:37:51Z
dc.date.issued 2021
dc.identifier.citation Mun, Brian Wong Kee, Yi, Chua Jia(2021) Social Media Advertising: How Effective Are You on Gen Y and Gen Z Consumers in Malaysia?;Business Law, and Management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.327 en_US
dc.identifier.isbn 978-624-5507-15-3
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/23600
dc.description.abstract The paper aims to assess the effectiveness of social media advertising on brand awareness, interest, desire, and action (AIDA) among Gen Y and Gen Z consumers in Malaysia. Ego involvement and brand popularity were incorporated into the study as a moderator and mediator respectively. An online questionnaire was disseminated through social media and instant messaging platforms. Gen Y and Gen Z consumers were purposively sampled. Snowballing method was included to further enhance data collection. A total of 435 (229 Gen Y and 206 Gen Z) usable samples were collected and analyzed using structural equation modelling via SPSS AMOS. Social media advertising is effective in creating brand awareness and brand interest. However, the effect on brand desire and brand action was significant on Gen Zs. Ego involvement positively moderates the relationship between brand awareness and brand interest for both Gen Y and Gen Z consumers. However, brand popularity only mediates brand awareness and brand action constructs for Gen Y consumers. This study adopted Social Cognitive Theory to explain the influence of social media advertising on brand AIDA. The understanding of the AIDA framework is further enhanced by the moderating effect of ego involvement and the mediating effect of brand popularity. The findings suggest the need for marketers to craft different social media advertising and brand popularity strategies to influence Gen Y and Gen Z consumers at different levels of brand AIDA. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. en_US
dc.subject AIDA, Brand, Gen Y, Gen Z, Social Media Advertising en_US
dc.title Social Media Advertising: How Effective Are You on Gen Y and Gen Z Consumers in Malaysia? en_US


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