Hon, Nicholas Zi Jian (2019) A study on the impact of Youtube advertising on Malaysian purchase intention. Final Year Project, UTAR.
Abstract
The YouTube platform is one of the most visited websites that allows content creator to share their content for many purposes such as educational purposes, product review or entertainment. These content creators have their own following which can r each millions of viewers. As the use of social media has become a norm as people prefer to watch YouTube as past time. This makes YouTube a perfect platform for advertising due to the number to visitors per day, the influence it had on society and powerful promotional tool for companies. Marketers will be provided with the opportunity to be creative on their advertisement and how to design the messages of their ads with the help of content creators in YouTub e. This study is conducted to research on how the impact of YouTube advertising on Malaysian Purchase Intention which are influenced by perceived credibility, parasocial interaction, attitude towards advertisement, user generated content (UGC) & product involvement. A total 200 of questionnaires have been distributed to respondents. In this research, I have used s tatistical Packages for Social Science (SPSS) version 18 to measure and calculate the data obtained from the questionnaire and the findings of the research. Through the data analysis, all the variables are significantly related to the purchase intention. The target population in this research is Malaysian. The limitation faced in this research will be discussed further in this research. The recommendation for improvement for future studies will also be included in this research.
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