Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy

James Jimmy, Josephine Jelawat (2015) Relationship of advertising attributes toward Gen Y attitude and behaviour intentions to adopt online advertising / Josephine Jelawat Anak James Jimmy. [Student Project] (Unpublished)

Abstract

This study was conducted to identify the relationship of advertising attributes towards Gen Y attitude and behavioral of Gen Y to adopt online advertising in UiTM Sarawak. Generation Y are "the first generation spending their entire lives in the globalization environment with rapid internet usage" as compare to older generation. The study aims To examine the relationship of advertising attributes towards Gen Y attitude to adopt online advertising and to determine the subsequent impacts of attitude and behavioral intention to advertising attributes among degree students in UiTM Sarawak. There are four characteristics been identified in advertising attributes that influencing the attitude and behavioral of generation Y to adopt online advertising which are in formativeness, entertainment, irritation and credibility.
This study adopts quantitative approach with collected samples of 250 respondents through direct questionnaires method. SPSS statistical tool was used to test the descriptive statistics. Result show that most of the result tends to go neutral but most relevant factor is goes to in formativeness. Implications, limitations and recommendations for future research are also discussed.

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Item Type: Student Project
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James Jimmy, Josephine Jelawat
2012313529
Subjects: H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme: Degree Bachelor of Business Administration with Honours (Marketing)
Keywords: Advertising attributes, Gen Y, Online advertising
Date: June 2015
URI: https://ir.uitm.edu.my/id/eprint/41425
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