Sensitivities on controversial product’s online advertising: Gen Y Muslim perspective / Sharifah Nur Iylia Said Abd Karim

Issues of controversial or offensive advertising has been raised due to the respons from the respondents that online advertising is the most annoying advertising. Inspite the fact that it is the best medium to used. As the economic condition fluctuates marketer and entrepreneur feel that it is crucial to do some research on this topic to improve from time to time. For this research, a total of 200 respondents Generation Y Muslim from Universiti Sains Islam Malaysia (USIM) and Polymer Composite Asia staff. From the findings gathered through this research, the researcher concludes that religious perceptions and nature of advertising appeals were seen to be significant towards level of offensiveness controversial product’s online advertising among Generation Y Muslim. Next, top 5 most controversial product’s online advertising also already determined which gambling, cigarettes, alcohol, female contaceptives and religious denominations. Conversely for Generation Y Muslim they already getting top 5 controversial products online advertising were deemed by the respondents to be not offensive or getting high acceptance which is charities, weight loss programs, pharmaceuticals, racially extremist groups and female underwear. As for future researcher, the researcher suggest to study on this topic further and focused on gender differences