Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index

Advertising literacy has been a topic of discussion for decades long and up till today, the subject is still debated on. In fact, the dimensions of advertising literacy have evolved along with its many factors and varied key terms. Thus, this study was conducted to identify the key dimensions intact...

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Main Authors:	Neesa Ameera Mohamed Salim, Mohd Yusof Abdullah
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:	http://journalarticle.ukm.my/10548/ http://journalarticle.ukm.my/10548/ http://journalarticle.ukm.my/10548/1/16972-49248-2-PB.pdf

id	ukm-10548
recordtype	eprints
spelling	ukm-105482017-07-11T23:59:48Z http://journalarticle.ukm.my/10548/ Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index Neesa Ameera Mohamed Salim, Mohd Yusof Abdullah, Advertising literacy has been a topic of discussion for decades long and up till today, the subject is still debated on. In fact, the dimensions of advertising literacy have evolved along with its many factors and varied key terms. Thus, this study was conducted to identify the key dimensions intact with advertising literacy through the use of factor analysis with the objective of measuring the reliability and validity of the dimensions present in advertising literacy. A survey was conducted at three locations of the Public’s Housing Program (PHP) in Kuala Lumpur to accumulate the response of this study. The use of the Exploratory Factor Analysis (EFA) with varimax rotation revealed that there are four factors which determines the advertising literacy index. Initially, a factor analysis on the 4 dimensions with 41 items was done and this showed that the numbers of dimensions are retained, yet, only 22 items could be measured. The results of this analysis contributed to the study by determining the reliability and validity of the four dimensions of advertising literacy; informational, visual, rhetorical and promotional literacy is applicable to other studies. In addition to this, it develops awareness towards the people in the advertising industry mainly the advertisers on how to maximise their advertising strategy by understanding the targeted audience intended in a deeper sense. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10548/1/16972-49248-2-PB.pdf Neesa Ameera Mohamed Salim, and Mohd Yusof Abdullah, (2017) Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (1). pp. 280-293. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/901
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Advertising literacy has been a topic of discussion for decades long and up till today, the subject is still debated on. In fact, the dimensions of advertising literacy have evolved along with its many factors and varied key terms. Thus, this study was conducted to identify the key dimensions intact with advertising literacy through the use of factor analysis with the objective of measuring the reliability and validity of the dimensions present in advertising literacy. A survey was conducted at three locations of the Public’s Housing Program (PHP) in Kuala Lumpur to accumulate the response of this study. The use of the Exploratory Factor Analysis (EFA) with varimax rotation revealed that there are four factors which determines the advertising literacy index. Initially, a factor analysis on the 4 dimensions with 41 items was done and this showed that the numbers of dimensions are retained, yet, only 22 items could be measured. The results of this analysis contributed to the study by determining the reliability and validity of the four dimensions of advertising literacy; informational, visual, rhetorical and promotional literacy is applicable to other studies. In addition to this, it develops awareness towards the people in the advertising industry mainly the advertisers on how to maximise their advertising strategy by understanding the targeted audience intended in a deeper sense.
format	Article
author	Neesa Ameera Mohamed Salim, Mohd Yusof Abdullah,
spellingShingle	Neesa Ameera Mohamed Salim, Mohd Yusof Abdullah, Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
author_facet	Neesa Ameera Mohamed Salim, Mohd Yusof Abdullah,
author_sort	Neesa Ameera Mohamed Salim,
title	Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
title_short	Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
title_full	Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
title_fullStr	Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
title_full_unstemmed	Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
title_sort	measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2017
url	http://journalarticle.ukm.my/10548/ http://journalarticle.ukm.my/10548/ http://journalarticle.ukm.my/10548/1/16972-49248-2-PB.pdf
first_indexed	2023-09-18T19:57:45Z
last_indexed	2023-09-18T19:57:45Z
_version_	1777406643283165184

Measuring reliability and validity of instrument: the dimensions of advertising literacy in determining the advertising literacy index

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