IDEAS home Printed from https://ideas.repec.org/a/hur/ijarbs/v7y2017i5p258-275.html

The Influence of Advertisement on Media Users: Empirical Evidence from Three Generational Differences in Malaysia

Author

Listed:
  • Ammar Ikhwan Yahaya
  • Anuar Nawawi
  • Ahmad Saiful Azlin Puteh Salin

Abstract

This research was conducted in order to investigate the effect of users’ preferences on media contents and channels toward the sustainability of mass media as a business model. The aim of the study is to find out whether or not users prefer to access information via the Internet; to examine whether users prefer to use traditional, new, or social media; and to determine the relative influence of advertisement on traditional, new, or social media. This study is based on the primary data that were gathered from questionnaires distributed to 109 people in Klang Valley, Malaysia, which consist of three generations: Gen X, Gen Y, and Gen Z. The study showed that the majority of people still prefer to use traditional media channels. It also was found that advertisements in traditional media highly influence Gen X but not other generations. However, advertisements in new media influence all generations. In terms of obtaining information, Gen X prefers to obtain information from traditional media, while Gen Y and Gen Z prefer to obtain information from social media. All generations have similar behavior in which they are inclined to spend most of their time using social media compared with other forms of media.

Suggested Citation

  • Ammar Ikhwan Yahaya & Anuar Nawawi & Ahmad Saiful Azlin Puteh Salin, 2017. "The Influence of Advertisement on Media Users: Empirical Evidence from Three Generational Differences in Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(5), pages 258-275, May.
    • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:5:p:258-275
    as

    Download full text from publisher

    File URL: http://hrmars.com/hrmars_papers/The_Influence_of_Advertisement_on_Media_Users_Empirical_Evidence_from_Three_Generational_Differences_in_Malaysia.pdf
    Download Restriction: no
    File URL: http://hrmars.com/hrmars_papers/The_Influence_of_Advertisement_on_Media_Users_Empirical_Evidence_from_Three_Generational_Differences_in_Malaysia.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Matthew Gentzkow, 2014. "Trading Dollars for Dollars: The Price of Attention Online and Offline," American Economic Review, American Economic Association, vol. 104(5), pages 481-488, May.
    2. Alejandro Zentner, 2012. "Internet Adoption and Advertising Expenditures on Traditional Media: An Empirical Analysis Using a Panel of Countries," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 21(4), pages 913-926, December.
    3. Hong, Sounman, 2012. "Online news on Twitter: Newspapers’ social media adoption and their online readership," Information Economics and Policy, Elsevier, vol. 24(1), pages 69-74.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stephanie Lee & Georgios Alaveras & Pai-Ling Yin, 2025. "Click versus Tap: The Substitution Effects of Smartphones on Computers," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 66(1), pages 89-107, January.
    2. Levi Pérez, 2013. "What drives the number of new Twitter followers? An economic note and a case study of professional soccer teams," Economics Bulletin, AccessEcon, vol. 33(3), pages 1941-1947.
    3. Irina Iosub & Adelina Ivanov & Dan Smedescu, 2016. "Characteristics and Development of Social Media as a Marketing Communications Tool," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 339-345, September.
    4. Jiménez, Juan Luis & Perdiguero, Jordi & Gutiérrez, Inmaculada, 2022. "Bias in media coverage of antitrust actions," International Review of Law and Economics, Elsevier, vol. 72(C).
    5. Ji, Sung Wook & Choi, Young-jun & Ryu, Min Ho, 2016. "The economic effects of domestic search engines on the development of the online advertising market," Telecommunications Policy, Elsevier, vol. 40(10), pages 982-995.
    6. Shrihari Sridhar & Srinivasaraghavan Sriram, 2015. "Is online newspaper advertising cannibalizing print advertising?," Quantitative Marketing and Economics (QME), Springer, vol. 13(4), pages 283-318, December.
    7. Elvis Madondo & Douglas Chiguvi & Ruramayi Tadu, 2019. "Assessment of the Effectiveness of Traditional Media for the Promotion of Tourism in This Digital Age in KwaZulu-Natal South Africa," Business and Management Studies, Redfame publishing, vol. 5(4), pages 49-61, December.
    8. Somnath Chakrabarti, 2017. "An Exploratory Study for Understanding the Drivers of Display Advertising Spend in USA," Proceedings of Business and Management Conferences 5607601, International Institute of Social and Economic Sciences.
    9. Ho, Benjamin & Liu, Peng, 2015. "Herd journalism: Investment in novelty and popularity in markets for news," Information Economics and Policy, Elsevier, vol. 31(C), pages 33-46.
    10. Charles Angelucci & Julia Cagé, 2019. "Newspapers in Times of Low Advertising Revenues," American Economic Journal: Microeconomics, American Economic Association, vol. 11(3), pages 319-364, August.
    11. Cho, Daegon & Smith, Michael D. & Zentner, Alejandro, 2016. "Internet adoption and the survival of print newspapers: A country-level examination," Information Economics and Policy, Elsevier, vol. 37(C), pages 13-19.
    12. He Xi & Lopez Rigoberto & Liu Yizao, 2017. "Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 15(2), pages 1-10, December.
    13. Messner, Wolfgang & Migliorini, Monica, 2024. "Fifty Shades of Ads. The Influence of Cultural and Institutional Factors on Television Advertisement Expenditure," Journal of International Management, Elsevier, vol. 30(6).
    14. Adithya Pattabhiramaiah & Eric Overby & Lizhen Xu, 2022. "Spillovers from Online Engagement: How a Newspaper Subscriber’s Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue," Management Science, INFORMS, vol. 68(5), pages 3528-3548, May.
    15. He, Xi & Lopez, Rigoberto & Liu, Yizao, 2015. "Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry," Working Paper series 290109, University of Connecticut, Charles J. Zwick Center for Food and Resource Policy.
    16. Zeynep Bayazit & Elif Guneren Genc, 2019. "An Analysis of Reciprocal Influence between Advertising Expenditures and Gross Domestic Product," International Journal of Economics and Financial Issues, Econjournals, vol. 9(2), pages 41-47.
    17. Avom, Desire & Yselle Malah, Flora, 2022. "Social media and happiness nexus in the millennial generation," Telecommunications Policy, Elsevier, vol. 46(8).
    18. Amjad Omar Safori, 2018. "Journalist Use of Social Media: Guidelines for Media Organizations," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 772-779:5.
    19. repec:spo:wpmain:info:hdl:2441/4edekc99or8n2bu86nu4ua8adl is not listed on IDEAS
    20. Shrihari Sridhar & Srinivasaraghavan Sriram, 2015. "Is online newspaper advertising cannibalizing print advertising?," Quantitative Marketing and Economics (QME), Springer, vol. 13(4), pages 283-318, December.
    21. Garz, Marcel & Szucs, Ferenc, 2023. "Algorithmic selection and supply of political news on Facebook," Information Economics and Policy, Elsevier, vol. 62(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hur:ijarbs:v:7:y:2017:i:5:p:258-275. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Hassan Danial Aslam (email available below). General contact details of provider: http://hrmars.com/index.php/pages/detail/IJARBSS .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.