Humour in advertisement and its influence on consumers attitude : a Sabahan perspective / Mohamed Iqram Mohamed Murtaza

Mohamed Murtaza, Mohamed Iqram (2013) Humour in advertisement and its influence on consumers attitude : a Sabahan perspective / Mohamed Iqram Mohamed Murtaza. [Student Project] (Unpublished)

Abstract

The advertising industry is a lucrative business. This in turn has impacted the formation of consumers' attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the influence of advertisement with humour appeal on consumers' attitude among those who are in Kota Kinabalu, Sabah. A total of 200 respondents participated in this research. The outcome shows that information, credibility and pleasure of an advertisement with humour appeal does influence the consumers' attitude.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Mohamed Murtaza, Mohamed Iqram 2010793101
Contributors:	Contribution Name Email / ID Num. Advisor Robert Dawayan, Cynthia @ Annamaria cynthia@uitm.edu.my
Subjects:	H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Advertising > Advertising campaigns H Social Sciences > HF Commerce > Advertising > Methods. Outdoor advertising. Billboards. Posters
Divisions:	Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	Advertisement; Consumer; Attitude
Date:	2013
URI:	https://ir.uitm.edu.my/id/eprint/72002