Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia

This paper mainly aimed to identify the impact of critical factors of advertisement on consumer buying behaviour for skincare products. Data for this study were collected from 428 people from all around Malaysia using self-administered questionnaires. The acquired data went through an exhaustive...

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Main Authors:	Jan, Muhammad Tahir, Haque, A. K. M. Ahasanul, Abdullah, Kalthom, Anis, Zohurul, E-Alam, Faisal
Format:	Article
Language:	English English
Published:	Growing Science, Canada 2019
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/76466/ http://irep.iium.edu.my/76466/ http://irep.iium.edu.my/76466/ http://irep.iium.edu.my/76466/1/76466_Elements%20of%20advertisement%20and%20their%20impact.pdf http://irep.iium.edu.my/76466/2/76466_Elements%20of%20advertisement%20and%20their%20impact_SCOPUS.pdf

id	iium-76466
recordtype	eprints
spelling	iium-764662019-12-17T06:57:01Z http://irep.iium.edu.my/76466/ Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia Jan, Muhammad Tahir Haque, A. K. M. Ahasanul Abdullah, Kalthom Anis, Zohurul E-Alam, Faisal HF5001 Business. Business Administration This paper mainly aimed to identify the impact of critical factors of advertisement on consumer buying behaviour for skincare products. Data for this study were collected from 428 people from all around Malaysia using self-administered questionnaires. The acquired data went through an exhaustive process of screening and cleaning to ensure that it was ready for analyses in SPSS software. Various robust tests were conducted to reach the findings. These include, frequency tests, reliability tests, exploratory and confirmatory factor analysis, and also hypotheses testing. Structural equation modelling was used to test for the fitness of the proposed model. The results revealed that two elements of advertisement; namely, usefulness of advertisement and features of advertisement had significant positive impacts on consumer buying behaviour. A unique attempt was also made to search for a suitable nested model, where features of advertisement resulted in a strong positive significant impact on usefulness of advertisement. This research has invaluable implications for policy makers, especially in cosmetic and health industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for a skincare brand. Growing Science, Canada 2019 Article PeerReviewed application/pdf en http://irep.iium.edu.my/76466/1/76466_Elements%20of%20advertisement%20and%20their%20impact.pdf application/pdf en http://irep.iium.edu.my/76466/2/76466_Elements%20of%20advertisement%20and%20their%20impact_SCOPUS.pdf Jan, Muhammad Tahir and Haque, A. K. M. Ahasanul and Abdullah, Kalthom and Anis, Zohurul and E-Alam, Faisal (2019) Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia. Management Science Letters, 9 (10). pp. 1519-1528. ISSN 1923-9335 E-ISSN 1923-9343 http://www.m.growingscience.com/msl/Vol9/msl_2019_146.pdf 10.5267/j.msl.2019.5.033
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Jan, Muhammad Tahir Haque, A. K. M. Ahasanul Abdullah, Kalthom Anis, Zohurul E-Alam, Faisal Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia
description	This paper mainly aimed to identify the impact of critical factors of advertisement on consumer buying behaviour for skincare products. Data for this study were collected from 428 people from all around Malaysia using self-administered questionnaires. The acquired data went through an exhaustive process of screening and cleaning to ensure that it was ready for analyses in SPSS software. Various robust tests were conducted to reach the findings. These include, frequency tests, reliability tests, exploratory and confirmatory factor analysis, and also hypotheses testing. Structural equation modelling was used to test for the fitness of the proposed model. The results revealed that two elements of advertisement; namely, usefulness of advertisement and features of advertisement had significant positive impacts on consumer buying behaviour. A unique attempt was also made to search for a suitable nested model, where features of advertisement resulted in a strong positive significant impact on usefulness of advertisement. This research has invaluable implications for policy makers, especially in cosmetic and health industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for a skincare brand.
format	Article
author	Jan, Muhammad Tahir Haque, A. K. M. Ahasanul Abdullah, Kalthom Anis, Zohurul E-Alam, Faisal
author_facet	Jan, Muhammad Tahir Haque, A. K. M. Ahasanul Abdullah, Kalthom Anis, Zohurul E-Alam, Faisal
author_sort	Jan, Muhammad Tahir
title	Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia
title_short	Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia
title_full	Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia
title_fullStr	Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia
title_full_unstemmed	Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia
title_sort	elements of advertisement and their impact on buying behaviour: a study of skincare products in malaysia
publisher	Growing Science, Canada
publishDate	2019
url	http://irep.iium.edu.my/76466/ http://irep.iium.edu.my/76466/ http://irep.iium.edu.my/76466/ http://irep.iium.edu.my/76466/1/76466_Elements%20of%20advertisement%20and%20their%20impact.pdf http://irep.iium.edu.my/76466/2/76466_Elements%20of%20advertisement%20and%20their%20impact_SCOPUS.pdf
first_indexed	2023-09-18T21:48:01Z
last_indexed	2023-09-18T21:48:01Z
_version_	1777413581123354624

Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia

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