Online Advertising: A Study on Malaysian Consumers

Abstract:     
Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising features on purchase intentions. Three features of online advertising were discussed and examined, i.e. multimedia, pictures and content features. An empirical study was carried out involving a survey on 150 sample size. The dataset underwent a statistical analysis, ie structural equation modeling (SEM). Findings reveal that features of online advertising do generate positive influence on purchase intentions. Results further revealed that pictures feature generates the highest possibility of consumers’ purchase intentions. Marketers will find these results useful as they can maximise the impact of advertising efforts to generate purchase intentions.

Number of Pages in PDF File: 20

Keywords: Online Advertising Features, Multimedia, Content, Pictures, SEM

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