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Sains Malaysiana 52(8)(2023): 2237-2250
http://doi.org/10.17576/jsm-2023-5208-06
(Pengiklanan Interaktif Media Sosial dan Niat Pembelian Pelanggan UAE: Suatu Analisis Empirik)
MOHAMMED YOUSAF1, KOO AH CHOO1* &
MOHD HAFIZUDDIN MOHD YUSOF 1,2
1Faculty of Creative Multimedia, Multimedia University, 63100 Cyberjaya, Selangor, Malaysia
2Bahrin Polytechic, Road 4003, Block 840, Isa Town, Kingdom of Bahrain
Diserahkan: 3 Ogos 2022/Diterima: 1 Ogos 2023
Abstract
The advent of social media
technologies, specifically the phenomenal growth of online and interactive
advertising, has assisted various organizations in responding to and
communicating with respective consumers at sustainable expenditures through
various online channels, including social media, with immense potential and
popularity levels. Limited studies have been conducted to examine the
connection between consumer engagements by small and medium enterprises (SMEs)
and their respective promotional performances, as consumer purchase intention would
be notably affected by the ability of an enterprise to interact and share
information. Therefore, the current study aims to evaluate the impacts of
attitude, brand loyalty, brand image, and brand awareness on interactive
advertising and engagement with consumers via social media in the United Arab
Emirates (UAE) to promote SME digital lifestyle products. Accordingly, a
quantitative survey was administered to evaluate 308 responses from customers
of companies vending digital lifestyle products before conducting partial least
square structural equation modeling (PLS-SEM) to analyze the collected data.
The results demonstrated significant positive relationships between both brand
loyalty and brand awareness and consumer purchase intention, respectively, whereas
the relationships between attitude and brand image and consumer purchase
intention were separately discovered to be insignificant.
Keywords: Attitude; brand equity; interactive advertising; purchase intention; social
media
Abstract
Kemunculan teknologi media sosial, khususnya pertumbuhan luar biasa pengiklanan dalam talian dan interaktif telah membantu pelbagai organisasi dalam memberi maklum balas dan berkomunikasi dengan pengguna pada perbelanjaan yang mampan melalui pelbagai saluran dalam talian, termasuk media sosial dengan potensi dan tahap populariti yang besar. Penyelidikan terhad telah dijalankan untuk mengkaji kaitan antara penglibatan pengguna oleh perusahaan kecil dan sederhana (PKS) serta prestasi promosinya, kerana niat membeli pengguna akan dipengaruhi oleh keupayaan perusahaan untuk berinteraksi dan berkongsi maklumat. Oleh itu, kajian ini bertujuan untuk menilai kesan sikap, kesetiaan jenama, imej jenama dan kesedaran jenama terhadap pengiklanan interaktif dan penglibatan bersama pengguna melalui media sosial di Emiriah Arab Bersatu (UAE) untuk mempromosikan produk gaya hidup digital PKS. Sehubungan itu, suatu tinjauan kuantitatif telah ditadbir untuk menilai 308 maklum balas daripada pelanggan syarikat yang menjual produk gaya hidup digital sebelum menjalankan pemodelan persamaan struktur kuasa dua terkecil separa (PLS-SEM) untuk menganalisis data yang dikumpul. Keputusan menunjukkan hubungan positif yang signifikan antara kedua-dua kesetiaan jenama dan kesedaran jenama dengan niat membeli pengguna manakala hubungan antara sikap dan imej jenama dengan niat membeli pengguna secara berasingan didapati tidak signifikan.
Kata kunci: Ekuiti jenama; media sosial; niat membeli; pengiklanan interaktif; sikap
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*Pengarang untuk surat-menyurat; email: ackoo@mmu.edu.my
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