Factors influencing student’s attitude towards advertising on Instagram

Mohamad Zoher, Mohamad Zaire Azri (2017) Factors influencing student’s attitude towards advertising on Instagram. [Student Project]

Abstract

The objective of this study was to examine the factors influencing student’s attitude towards advertising on Instagram. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, perceived interactivity, advertising avoidance, credibility and privacy were tested. Data were gathered from 106 respondents of student at UiTM Kampus Bandaraya Melaka using the stratified sampling method and multiple regression analysis was conducted to analyse the data. The result revealed that privacy was the most dominant factor that influence student attitude towards advertising on Instagram. The practical implication of this study ware discussed.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Mohamad Zoher, Mohamad Zaire Azri 2015408814
Contributors:	Contribution Name Email / ID Num. Advisor Omar, Nazirah UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Electronic commerce H Social Sciences > HF Commerce > Advertising
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons.) Marketing (BA240)
Keywords:	Student’s attitude, Advertising, Instagram
Date:	2017
URI:	https://ir.uitm.edu.my/id/eprint/89400