How Social Advertising Affects the Buying Behavior of Malaysian Consumers? Testing the Moderating Effects of Gender and Education

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F22%3A39919683" target="_blank" >RIV/00216275:25410/22:39919683 - isvavai.cz</a>

Result on the web

<a href="https://editorial.upce.cz/1804-8048/30/1/1580" target="_blank" >https://editorial.upce.cz/1804-8048/30/1/1580</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.46585/sp30011580" target="_blank" >10.46585/sp30011580</a>

Result language

angličtina

Original language name

How Social Advertising Affects the Buying Behavior of Malaysian Consumers? Testing the Moderating Effects of Gender and Education

Original language description

This study examines the influence of social advertising on the buying behavior of Malaysian consumers along with the moderating role of gender and education. We use our own Primary data that were collected through questionnaire-based survey from the shoppers at various shopping malls of fashion clothing brands at Kuala Lumpur and State Johor in Malaysia. The collected data were analyzed by using step wise regression and correlation statistics to find results. The findings revealed that social advertising, informativeness, entertainment, credibility, ease of use, contents, and gender have positive effects on the buying behavior of Malaysian consumers toward the fashion clothing brands. By contrast, we find negative effects of privacy and education. Next, we show that gender has moderating effects in the defined context. The main contribution of this study is the assessment of the effects of some unique and influential factors of social advertising on the buying behavior among Malaysian consumers towards the fashion clothing brands. In addition, this study has also assessed the moderating effects of gender and education to extend the body of knowledge in that area. Finally, we present practical implications for managers.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Scientific Papers of the University of Pardubice - Series D, Faculty of Economics and Administration

ISSN

1211-555X

e-ISSN

1804-8048

Volume of the periodical

30

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

14

Pages from-to

1580

UT code for WoS article

000891639600012

EID of the result in the Scopus database

2-s2.0-85139796673