The Relationship of Content, Accessibility, and Trust with Brand Awareness

Maznah Wan Omar (), Marhana Mohamed Anuar () and Nazirul Mubin Mohd Noor ()
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Maznah Wan Omar: Faculty of Business & Management, Universiti Teknologi MARA
Marhana Mohamed Anuar: University Malaysia Terengganu
Nazirul Mubin Mohd Noor: Universiti Teknologi MARA Cawangan Perak

A chapter in Eurasian Business Perspectives, 2020, pp 217-226 from Springer

Abstract: Abstract This chapter discusses the social media advertising particularly on Facebook that have positive relationship with brand awareness among young adult in Malaysia. In the current Industrial revolution, online advertising proves to be the fastest growing sensations particularly in the area of marketing. Indications from past studies show that current young adult consumers have short attention span, and with vast advertising, this escalates consumers to skip messages seen on many social Medias. A quantitative data analysis was conducted to determine the relationship between Facebook advertising and brand awareness among 250 young adults in three public universities from the northern states of peninsular Malaysia. The results of this study provides three important contributions: (1) an enhanced understanding on factors that relates to young adults in purchasing product online; (2) the results will provide empirical evidence on the knowledge of the best platform that can attract consumer attention; and (3) the findings may help small business owners to choose the best places when marketing online.

Keywords: Content; Accessibility; Trust; Brand awareness; Malaysia (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-40160-3_15

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DOI: 10.1007/978-3-030-40160-3_15

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