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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

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

ISSN

1211-555X

e-ISSN

1804-8048

Svazek periodika

30

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

14

Strana od-do

1580

Kód UT WoS článku

000891639600012

EID výsledku v databázi Scopus

2-s2.0-85139796673