The effectiveness of using local sabahan language in delivering message to consumer through radio advertisement / Mohd Fakhri Razalle

Advertising persuasion or effectiveness may differ based on different languages and/or dialects that are chosen as way to deliver or to communicate the message. By using the Sabahan local people as the samples of study, the research serves to examine the effectiveness of using local Sabahan language as a way to deliver message through radio advertisements. The results indicate that radio ads with a taste of localization are surely favourable by the listener or audience as they feel it is more entertaining when listening to radio ads that use local Sabahan language. The findings contribute to a better understanding of a radio ads effectiveness in order to persuade the audience with respect to a spokesperson's accents, and offer decision-making implications for marketers doing advertising in a multilingual environment such here in Sabah.