Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia

The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising e...

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Main Authors:	Norzalita Abd Aziz, Ahmad Azmi M. Ariffin
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2010
Online Access:	http://journalarticle.ukm.my/1771/ http://journalarticle.ukm.my/1771/ http://journalarticle.ukm.my/1771/1/326-604-1-SM.pdf

id	ukm-1771
recordtype	eprints
spelling	ukm-17712016-12-14T06:30:12Z http://journalarticle.ukm.my/1771/ Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia Norzalita Abd Aziz, Ahmad Azmi M. Ariffin, The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O’Leary’s measurements, this paper explores Web users’ beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed Penerbit Universiti Kebangsaan Malaysia 2010-12 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/1771/1/326-604-1-SM.pdf Norzalita Abd Aziz, and Ahmad Azmi M. Ariffin, (2010) Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia. Jurnal Pengurusan, 31 . ISSN 0127-2713 http://www.ukm.my/penerbit/jurus.htm
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O’Leary’s measurements, this paper explores Web users’ beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed
format	Article
author	Norzalita Abd Aziz, Ahmad Azmi M. Ariffin,
spellingShingle	Norzalita Abd Aziz, Ahmad Azmi M. Ariffin, Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia
author_facet	Norzalita Abd Aziz, Ahmad Azmi M. Ariffin,
author_sort	Norzalita Abd Aziz,
title	Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia
title_short	Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia
title_full	Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia
title_fullStr	Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia
title_full_unstemmed	Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia
title_sort	exploring consumers attitude towards web advertising and its influence on web ad usage in malaysia
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2010
url	http://journalarticle.ukm.my/1771/ http://journalarticle.ukm.my/1771/ http://journalarticle.ukm.my/1771/1/326-604-1-SM.pdf
first_indexed	2023-09-18T19:34:16Z
last_indexed	2023-09-18T19:34:16Z
_version_	1777405166241185792

Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia

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