Facebook’s Influence on the Effectiveness of Digital Advertising among Malaysian Youth
Article Sidebar
Main Article Content
Abstract
Abstract
The growth of advanced technology has contributed to the digital advertising industry as Facebook's users are easily connected, and purchasing behaviours will be developed with the content of the products promoted in digital advertising. The older generation prefers traditional advertising due to technology's security and privacy aspects, leading to fewer choices in purchasing products. This study aimed to identify the relationship between the influence of Facebook and the effectiveness of digital advertising among Malaysian youth in Klang Valley. It was anticipated that this research would provide helpful information to the public and assist researchers in the future based on the findings of this topic area. Data was collected using a Google Form and distributed via social media like WhatsApp. The targeted respondents are between 15 and 34 years old and are located in the Klang Valley area. Statistical Package for the Social Sciences (SPSS) version 27 system was used to determine digital advertising characteristics electronically. T-test and ANOVA tests were applied in this study to examine the demographic factors that affect the relationship between the variables, as different backgrounds influence the perspectives and behaviours of the users. The findings show that the independent variable, the influence of Facebook, has a strong correlation with the dependent variable, the effectiveness of digital advertising among Malaysian youth in Klang Valley (r= 0.770). Socio-demographic factors such as age and educational level had an effect on the relationship between the variables. The effectiveness of digital advertising is influenced by the number of likes, comments, and shares by Facebook users.
Article Details
References
Abkenar, S. B., Kashani, M. H., Mahdipour, E., & Jameii, S. M. (2021). Big data analytics meets social media: A systematic review of techniques, open issues, and future directions. Telematics and Informatics, 57, 101517. https://doi.org/10.1016/j.tele.2020.101517
AsiaPac. (2022, August 3). Malaysia Digital Marketing 2022: Insight: AsiaPac - Digital Marketing Agency Asia. AsiaPac. Retrieved from https://www.asiapacdigital.com/digital-marketinginsight/malaysia-digital-marketing-2022
Bardina, M., Vaganov, D., & Guleva, V. (2020). Socio-demographic features meet interests: On subscription patterns and attention distribution in online social media. Procedia Computer Science, 178, 162-171. https://doi.org/10.1016/j.procs.2020.11.018
Bhaiswar, R., Meenakshi, N., & Chawla, D. (2021). Evolution of electronic word of mouth: A systematic literature review using bibliometric analysis of 20 years (2000–2020). FIIB Business Review, 10(3), 215–231. https://doi.org/10.1177/23197145211032408
Brettel, M., Reich, J. C., Gavilanes, J. M., & Flatten, T. C. (2015). What drives advertising success on Facebook? An advertising-effectiveness model: Measuring the effects on sales of “likes” and other social-network stimuli. Journal of Advertising Research, 55(2), 162-175. https://doi.org/10.2501/JAR-55-2-162-175
Bui, H. T. (2022). Exploring and explaining older consumers' behaviour in the boom of social media. International Journal of Consumer Studies, 46(2), 601–620. https://doi.org/10.2501/JAR-55-2-162-175
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–16. https://doi.org/10.1108/JRIM-06-2018-0080
Chu, S. C., & Kim, J. (2018, January). The current state of knowledge on electronic word-of-mouth in Advertising Research. Taylor & Francis Online. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/02650487.2017.1407061
Demiray, M., & Burnaz, S. (2019). Exploring the impact of brand community identification on Facebook: Firm-directed and self-directed drivers. Journal of Business Research, 96, 115-124. https://doi.org/10.1108/JRIM-06-2018-0080
Department Of Statistics Malaysia. (2022, July 29). PRESS RELEASE CURRENT POPULATION ESTIMATES, MALAYSIA, 2022. Google.
Docherty, N. (2020). Facebook’s ideal user: Healthy habits, social capital, and the politics of well-being online. Social Media+ Society, 6(2), 2056305120915606. https://doi.org/10.1177/2056305120915606
Dominici, A., Boncinelli, F., Gerini, F., & Marone, E. (2021). Determinants of online food purchasing: The impact of socio-demographic and situational factors. Journal of Retailing and Consumer Services, 60,102473. https://doi.org/10.1016/j.jretconser.2021.102473
Eberl, J. M., Tolochko, P., Jost, P., Heidenreich, T., & Boomgaarden, H. G. (2020). What’s in a post? How sentiment and issue salience affect users’ emotional reactions on Facebook. Journal of Information Technology & Politics, 17(1), 48-65. https://doi.org/10.1080/19331681.2019.1710318
ElAydi, H. O. (2018). The effect of social media marketing on brand awareness through Facebook: An individual-based perspective of mobile services sector in Egypt. Open Access Library Journal, 5(10),1-5. https://doi.org/10.4236/oalib.1104977
Formplus. (2022, July 27). Socio-demographic: Definition & examples in surveys. Formplus. Retrieved from https://www.formpl.us/blog/socio-demographics
Fraser, C. A., Kim, J. O., Thornsberry, A., Klemmer, S., & Dontcheva, M. (2019). Sharing the studio: How creative live streaming can inspire, educate, and engage. In Proceedings of the 2019 on Creativity and Cognition (pp. 144-155). https://doi.org/10.1145/3325480.3325485
Galan, A. A., Cabanas, J. G., Cuevas, A., Calderon, M., & Rumin, R. C. (2019). Large-scale analysis of user exposure to online advertising on Facebook. IEEE Access, 7, 11959-11971. https://doi.org/10.1109/ACCESS.2019.2892237.
Gerald, B. (2018). A brief review of independent, dependent and one sample t-test. International Journal of Applied Mathematics and Theoretical Physics, 4(2), 50–54. https://doi.org/10.11648/j.ijamtp.20180402.13
Gorman, D. (2022, February 8). How effective is advertising on social media? GWI.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96. https://doi.org/10.1177/0022242919854374
Hussein, R. M. S., & Mahrous, A. A. (2016, February). (PDF) users engagement on Facebook: A cluster analysis. researchgate. https://doi.org/10.1504/IJBEM.2016.079790
Illescas-Manzano, M. D., Vicente López, N., Afonso González, N., & Cristofol Rodríguez, C. (2021).
Implementation of chatbots in online commerce and open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 125. https://doi.org/10.3390/joitmc7020125
Jocelyn, V. (2022, June). Digital Advertising - Malaysia: Statista market forecast. Statista. Retrieved from https://www.statista.com/outlook/dmo/digital-advertising/malaysia
John, S., Larke, R., & Kilgour, M. (2018). Applications of social media for medical tourism marketing: an empirical analysis. Anatolia, 29(4), 553-565. https://doi.org/10.1080/13032917.018.1473261
June, T. (2022). Brand loyalty of consumers on Estee Lauder (Doctoral dissertation, MERAL Portal). Retrieved from https://meral.edu.mm/record/8239/files/Thiri%20June%20,EMBAII25,%2017th.%20Bt..pdf
Karppi, T. (2018). Disconnect: Facebook's affective bonds. U of Minnesota Press.
Kaur, W., Balakrishnan, V., F. Rana, O., & Sinniah, A. (2018, December). Liking, sharing, commenting and reacting on Facebook: User behaviors’ impact on sentiment intensity. Telematics and Informatics, 39, 25-36. https://doi.org/10.1016/j.tele.2018.12.005
Kemp, S. (2020). Digital 2020: Global Digital Overview. Retrieved from https://datareportal.com/reports/digital-2020-global-digital-overview
Klonick, K. (2020). The Facebook Oversight Board: Creating an independent institution to adjudicate online free expression. Yale Law Journal, 129(2418). https://ssrn.com/abstract=3639234
Koiranen, I., Keipi, T., Koivula, A., & Räsänen, P. (2020). Changing patterns of social media use? A population-level study of Finland. Universal Access in the Information Society, 19(3), 603-617. https://doi.org/10.1007/s10209-019-00654-1
Lauder, E. (2020, April). Estée Lauder Malaysia: Boosting online sales with Facebook Collaborative Ads. Facebook. Retrieved from https://www.facebook.com/business/success/estee-lauder-malaysia
Lipyanina, H., Sachenko, A., Lendyuk, T., Nadvynychny, S., & Grodskyi, S. (2020, April). Decision tree-based targeting model of customer interaction with a business page. In CMIS (pp. 1001-1012). https://doi.org/10.32782/cmis/2608-75
Lokithasan, K., Simon, S., Jasmin, N. Z. B., & Othman, N. A. B. (2019). Male and female social media influencers: The impact of gender on emerging adults. International Journal of Modern Trends in Social Sciences, 2(9), 21-30. https://doi.org/10.35631/IJMTSS.29003
Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M. E., & Lin Lee, C. (2020, July 3). Smart Digital Marketing Capabilities for Sustainable Property Development: A case of Malaysia. MDPI. Retrieved from https://www.mdpi.com/2071-1050/12/13/5402
Marengo, D., Montag, C., Sindermann, C., Elhai, J. D., & Settanni, M. (2021). Examining the links between active Facebook use, received likes, self-esteem and happiness: A study using objective social media data. Telematics and Informatics, 58, 101523. https://doi.org/10.1016/j.tele.2020.101523
Marino, S. (2022, October 27). 165 powerful digital marketing statistics for 2022. WordStream.
Martin, N., & Mayan, M. K. (2022, November). Optimisation of SMART production inventory model with E-logistics and digital advertising cost parameters together with advertising errors. In AIP Conference Proceedings (Vol. 2516, No. 1). AIP Publishing. https://pubs.aip.org/aip/acp/articleabstract/2516/1/320010/2829454
Meese, J., & Hurcombe, E. (2021). Facebook, news media and platform dependency: The institutional impacts of news distribution on social platforms. New Media & Society, 23(8), 2367-2384. https://doi.org/10.1177/1461444820926472
Mehra, D. (2020, September 9). 6 successful Facebook case studies to market your brand. REVE Chat. Retrieved from https://www.revechat.com/blog/6-successful-facebook-case-studies-to-marketyour-brand/
Mishra, P., Pandey, C. M., Singh, U., Gupta, A., Sahu, C., & Keshri, A. (2019). Descriptive statistics and normality tests for statistical data. Annals of cardiac anaesthesia, 22(1), 67. https://doi.org/10.4103/aca.ACA_157_18
Naeem, M. (2019). Do social networking platforms promote service quality and purchase intention of customers of service-providing organisations? Journal of Management Development, 38(7), 561–581. https://doi.org/10.1108/JMD-11-2018-0327
Nguyen, C., & Nguyen, N. (2020). Facebook’s advertising influences on the purchase intention of millennials customers: The evidence from Vietnam. International Journal of Advanced Science and Technology, 29(5), 3979-3988.
Nusei, M. T. (2018, May). Digital Media Impact on SMEs performance in the UAE. Volume 24, issue 2, 2018. Researchgate.
Qin, Y. S. (2020). Fostering brand–consumer interactions in social media: the role of social media uses and gratifications. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-08-2019-013
Rosenzweig, L., Bergquist, P., Pham, K. H., Rampazzo, F., & Mildenberger, M. (2020). Survey sampling in the Global South using Facebook advertisements. https://doi.org/10.31235/osf.io/dka8f
Schober, P., Boer, C., & Schwarte, L. A. (2018). Correlation coefficients: appropriate use and interpretation. Anesthesia & Analgesia, 126(5), 1763-1768. https://doi.org/10.1213/ANE.0000000000002864
Schwartz, S. A., & Mahnke, M. S. (2021). Facebook use as a communicative relation: Exploring the relation between Facebook users and the algorithmic news feed. Information, Communication & Society, 24(7), 1041-1056. https://doi.org/10.1080/1369118X.2020.1718179
Shreedhar, G. (2021). Evaluating the impact of storytelling in Facebook advertisements on wildlife conservation engagement: Lessons and challenges. Conservation Science and Practice, 3(11), e534. https://doi.org/10.1111/csp2.534
Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American Journal of Applied Mathematics and Statistics, 9(1), 4–11. https://doi.org/10.12691/ajams-9-1-2
Shvartsman, D. (2022, November 14). Facebook: The leading social platform of our times. Investing.com. Retrieved from https://www.investing.com/academy/statistics/facebook-meta-facts/
Sinanan, J., & Gomes, C. (2020). ‘Everybody needs friends’: Emotions, social networks and digital media in the friendships of international students. International Journal of Cultural Studies, 23(5), 674-691. https://doi.org/10.1177/1367877920922249
Srinivasan, R. (2018, January 22). Tata Housing Partners Facebook for Social Selling Goa Project. The Hindu BusinessLine. Retrieved from https://www.thehindubusinessline.com/news/realestate/tata-housing-partners-facebook-for-social-selling-goa-project/article7766566.ece
Statt, N. (2018, October 23). How Amazon's retail revolution is changing the way we shop. The Verge. Retrieved from https://www.theverge.com/2018/10/23/17970466/amazon-prime-shoppingbehavior-streaming-alexa-minimum-wage
Stephanie, G. (2021). "Sample Size in Statistics (How to Find it): Excel, Cochran's Formula, General Tips" From StatisticsHowTo.com: Elementary Statistics for the rest of us! Retrieved from https://www.statisticshowto.com/probability-and-statistics/find-sample-size/
Sulflow, M., Schäfer, S., & Winter, S. (2019). Selective attention in the news feed: An eye-tracking study on the perception and selection of political news posts on Facebook. new media & society, 21(1), 168-190. https://doi.org/10.1177/1461444818791520
Surucu, L., & MASLAKÇI, A. (2020). Validity and reliability in quantitative research. Business & Management Studies: An International Journal, 8(3), 2694-2726.
https://doi.org/10.15295/bmij.v8i3.1540
Szymkowiak, A., Melovic, B., Dabic, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the Internet, and technology in the education of young people. Technology in Society, 65, 101565. https://doi.org/10.1016/j.techsoc.2021.101565
Tan, J. (2020, August 11). Grab.my hands out RM2.5m ad space to SMEs, helps create personalised ads. Marketing Interactive is Asia's leading source of advertising, marketing & media news. News coverage includes Singapore, Malaysia and Hong Kong, reaching out to all marketing & advertising-related professionals. Retrieved from https://www.marketing-interactive.com/grabmy-hands-out-rm25m-ad-space-to-smes-helps-create-personalised-ads
Thangavelu, P. (2020, June 5). Companies that failed to innovate and went bankrupt. Investopedia.
Thomas, R. B., Johnson, P. T., & Fishman, E. K. (2018). Social media for global education: pearls and pitfalls of using Facebook, Twitter, and Instagram. Journal of the American College of Radiology, 15(10), 1513–1516. https://doi.org/10.1016/j.jacr.2018.01.039
Wang, K. Y., Chih, W. H., & Hsu, L. C. (2020). Building brand community relationships on Facebook fan pages: The role of perceived interactivity. International Journal of Electronic Commerce, 24(2), 211-23. https://doi.org/10.1080/10864415.2020.1715532
Wilson, G., Gates, J. R., Vijaykumar, S., & Morgan, D. J. (2021). Understanding older adults’ use of social technology and the factors influencing use. Ageing & Society, 43(1), 222–245. https://doi.org/10.1017/S0144686X21000490
Yang, M., Ren, Y., & Adomavicius, G. (2019). Understanding user-generated content and customer engagement on Facebook business pages. Information Systems Research, 30(3), 839-855. https://doi.org/10.1287/isre.2019.0834
Zapf, A., Castell, S., Morawietz, L., & Karch, A. (2016). Measuring inter-rater reliability for nominal data–which coefficients and confidence intervals are appropriate? BMC Medical Research Methodology, 16(1), 1-10. https://doi.org/10.1186/s12874-016-0200-9
Zulkifle, A. M., Aziz, K. A., & Sarhan, L. (2021). Determinacy of the Factors Affecting Malaysian Youth to be Social Entrepreneurs.