MARKETING DETERMINANTS OF EFFECTIVE ONLINE ADVERTISING: THE IMPACT OF CORPORATE CREDIBILITY, INFORMATIVENESS AND MATERIALISM ON CONSUMER BEHAVIOUR
DOI:
https://doi.org/10.35631/AIJBES.828004Keywords:
Consumer Attitudes, Corporate Credibility, Informativeness Materialism, Online AdvertisingAbstract
As Malaysia progresses towards being a developed nation, online advertising has become one of the most beneficial marketing platforms for companies to promote and sell their products. Individuals today utilize the internet nearly 24 hours a day in their daily lives, whether for communication through social media platforms, conducting online purchases, or fulfilling employment responsibilities. The challenges encountered by the company include the misinterpretation of information, such as incorrect usage instructions and misleading product details, as well as deceptive advertisements. These misunderstandings can significantly affect consumer behavior regarding online advertising, particularly resulting in negative perceptions. Therefore, this research aims to explore consumer attitudes towards online advertising, specifically to analyze the connection between independent variables, which are corporate credibility, informativeness, and materialism. A sample of 100 respondents was chosen and analyzed using the convenience sampling technique. The questionnaires were distributed to participants who regularly use the internet, particularly those who have made purchases through Facebook and are likely to have encountered with online advertisements. The analysis revealed that both corporate credibility and informativeness are significantly related to consumer attitudes towards online advertising. Meanwhile, the materialism variable does not show a positive correlation with consumer behavior. Hence, various suggestions have been proposed to improve the future research regarding online advertising and to make it easier for respondents to grasp the study conducted. For instance, the company should develop an online survey, targeting respondents who are internet users, which could enhance the overall efficiency of the research results in a more cost-effective manner. Additionally, future studies should provide a brief and straightforward explanation to less educated respondents before they respond to the questions.
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