Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera Mohammed Salim … [et al.]

Mohammed Salim, Neesa Ameera and Shahizan Ali, Mohd Nor and Shawalludin, Syahrini and Mohd Khalis, Faryna (2020) Advertising literacy among low-income community in the context of fly postings in Malaysia’s reality digital environment / Neesa Ameera Mohammed Salim … [et al.]. Voice of Academia (VOA), 16 (2). pp. 21-30. ISSN 2682-7840

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Abstract

Digital inclusion is the ability of an individual or a group to
access and acquire information in the context of communication technologies. The digital age today permeates the society through vehicles of information including advertising. The society are able to access any sorts of advertising messages even from the palm of their hands.
However, the issue is no longer in the context of
accessing the information, but the literacy skills, or specifically the advertising literacy skills in carefully selecting valid and reliable information with the focus on the aspect of security in today’s digital environment. This study aims to identify the advertising literacy and how the digital inclusion impinges the low- income community in the context of fly posting in Malaysia. This is a quantitative study which used survey as a research design by distributing questionnaires to a total of 574 respondents from five selected Public Housing Program (PHP) in Klang Valley, Kuala Lumpur which have been selected based on the random stratified sampling to represent the low income distribution. Findings revealed that the low-incomes’ advertising literacy level is high due to digital inclusion factor.
This study reveals how digital and media research in the
advertising landscape affects the literacy level of the low-income community as the discussion provided in this study adds on to the discussion of the current advertising research.

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Item Type: Article
Creators:
Creators
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Mohammed Salim, Neesa Ameera
UNSPECIFIED
Shahizan Ali, Mohd Nor
UNSPECIFIED
Shawalludin, Syahrini
UNSPECIFIED
Mohd Khalis, Faryna
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Kedah > Sg Petani Campus
Journal or Publication Title: Voice of Academia (VOA)
UiTM Journal Collections: UiTM Journal > Voice of Academia (VOA)
ISSN: 2682-7840
Volume: 16
Number: 2
Page Range: pp. 21-30
Official URL: https://voa.uitm.edu.my/
Item ID: 35398
Uncontrolled Keywords: Advertising literacy, Digital inclusion, Low-income community, Malaysia, Media literacy
URI: https://ir.uitm.edu.my/id/eprint/35398

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35398

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