THE RELATIONSHIP BETWEEN THE IMPACT OF VIDEO ADVERTISING AND CONSUMER PURCHASE INTENTION

NUR SYAFIKAH, MAT HUSSIN and NUR SYAFIQAH SYAHIRAH, SULONG and MUHAMAD SHAMSUL, IBRAHIM THE RELATIONSHIP BETWEEN THE IMPACT OF VIDEO ADVERTISING AND CONSUMER PURCHASE INTENTION. The Asian Journal of Professional and Business Studies, 2 (2). ISSN 2716-666X

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Abstract

Advertising is essential when it comes to promoting a product or service. Every media platform's advertising has its unique composition in engaging clients. Nowadays, technological advancements have helped the promoters utilise more enticing video commercials to grab customers' attention to their goods or services. This research aims to discover a relationship between video advertisement and customer purchase intention. This research is needed to evaluate the impact of current video advertisement practices on consumer purchase intentions. The advertising-related variables were used in the study are ad attractiveness, persuasiveness, and awareness. The analysis gathered 535 responses from the sample narrowed to students from Universiti Kuala Lumpur – Malaysian Institute of Information Technology (UniKL MIIT) between 18-29 years old. The data was collected using a survey, and results were analysed using descriptive and inferential analysis. The hypotheses were tested by performing correlation tests. The findings suggested that factors such as ad attractiveness, ad persuasiveness, and ad awareness are very likely to be strongly connected to consumer purchase intention. Therefore, the study can guide a marketer to understand consumer expectations and plan effective strategies to produce a video advertisement and decide what to include in it. To sum up, concentrating on the three elements that influence consumer purchasing intent will help promoters improve their advertising appeal. This study may help advertising managers invest in relevant media to achieve their commercial objectives.

Item Type:	Article
Uncontrolled Keywords:	Video advertising,Ad Attractiveness,Ad Persuasiveness, Ad Awareness,Purchase Intention
Subjects:	L Education > L Education (General) L Education > LC Special aspects of education L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education
Divisions:	Faculty of Business, Accountancy and Social Sciences
Depositing User:	Mrs Shariffah Shuhaiza Syed Mohd Nor
Date Deposited:	24 Mar 2022 07:30
Last Modified:	24 Mar 2022 07:30
URI:	http://eprints.kuptm.edu.my/id/eprint/2183

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