The impact of new media advertising on consumer decision making process / Syuhaida Shaiful Anuar

Shaiful Anuar, Syuhaida (2019) The impact of new media advertising on consumer decision making process / Syuhaida Shaiful Anuar. [Student Project] (Unpublished)

Abstract

The purpose of this research is to examine the impact of new media advertising on
consumer decision making process. The importance of this present as well as the
research's goal to ensure the research on the impact of new media advertising on
consumer decision making process. The survey will found that whether the consumer
making decision process and more likely to consume new media advertising but this
research does not only find the factor, characteristics and commonness of new media
advertising could be the cause of consumer decision making process but however, in
nature, both consumption of new media advertising and consumer decision making
process is relate to each other. The research gives explanation on how consumers are
attending, processing and selecting the information on new media advertising before
making a purchase. The findings indicated that consumers pursue an active role in
information search on new media advertising compared to mass media, yet information
exposure is selective and subjective during the course of information search.
Moreover, the implication of the research showed that the empirical part was able to
help any companies that are trying to shift to or are currently participating in the new
advertising trend.

Metadata

Item Type: Student Project
Creators:
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Shaiful Anuar, Syuhaida
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Negeri Sembilan > Rembau Campus > Faculty of Communication and Media Studies
Programme: Bachelor of Mass Communication (Hons) Broadcasting
Keywords: new media advertising, consumer decision making process,
Date: 2019
URI: https://ir.uitm.edu.my/id/eprint/36681
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