Factors affecting attitudes towards fruits and vegetables consumption on YouTube: a conceptual paper / Nur Shahafiqah Nadiah Jaffery, Sharifah Nurafizah Syed Annuar and Joseph Alagiaraj Thamburaj

Jaffery, Nur Shahafiqah Nadiah and Syed Annuar, Sharifah Nurafizah and Thamburaj, Joseph Alagiaraj (2020) Factors affecting attitudes towards fruits and vegetables consumption on YouTube: a conceptual paper / Nur Shahafiqah Nadiah Jaffery, Sharifah Nurafizah Syed Annuar and Joseph Alagiaraj Thamburaj. Insight Journal : International, Refereed, Open Access, Online Journal, 6 (25). pp. 249-257. ISSN 2600-8564

Abstract

Given the rapid technological advancement, social media and communication devices continue to grow exponentially. One of them is YouTube, which is a public video-sharing website where people can experience varying degrees of engagement with videos, ranging from casual viewing to sharing videos to maintain social relationships. Based on fruits and vegetables consumption, this study analyzes how YouTube participants attitudes toward fruits and vegetables consumption in Malaysia. This study includes YouTube Advertising; perceived credibility, perceived usefulness, perceived video characteristics, number of views, comments, likes and replies and attitude among university students. The Tripartite Attitude Model is adapted as to provide theoretical base to explain specific on cognitive, affective and conation. This provides better understanding on attitude and fruits and vegetables consumption among undergraduate students in Malaysia. This conceptual paper contributes to YouTube studies in non-profit settings with a theoretical stance.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Jaffery, Nur Shahafiqah Nadiah
UNSPECIFIED
Syed Annuar, Sharifah Nurafizah
UNSPECIFIED
Thamburaj, Joseph Alagiaraj
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof. Dr. Saunah
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof. Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr. Mohd Halim
UNSPECIFIED
Editor
Mohd Ariff Albakri, Assoc. Prof. Dr. Intan Safinas
UNSPECIFIED
Editor
Shamsuddin, Assoc. Prof. Dr. Hj Amanuddin
UNSPECIFIED
Editor
Zakaria, Assoc. Prof. Dr. Nor Balkish
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
UNSPECIFIED
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Mat Kamal, Dr. Siti Nuur-Ila
UNSPECIFIED
Subjects: L Education > LB Theory and practice of education > Computers in education. Information technology
L Education > LB Theory and practice of education > Higher Education
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 6
Number: 25
Page Range: pp. 249-257
Related URLs:
Keywords: University students, YouTube advertising, Attitude, Fruits and vegetables consumption, Malaysia, UiTM Cawangan Johor
Date: 2020
URI: https://ir.uitm.edu.my/id/eprint/43099
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