IDEAS home Printed from https://ideas.repec.org/a/ibn/assjnl/v17y2021i12p49.html
   My bibliography  Save this article

Gender and Age Differences in the Sharing Behavior of Online Video Advertisements: The Case of Selangor, Malaysia

Author

Listed:
  • Nik Mohamad Shamim Nik Mohd Zainordin
  • Norazlyn Kamal Basha
  • Ho Jo Ann
  • Ng Siew Imm

Abstract

Gender and age are considered important demographic factors that influence consumers’ behavioral intention, especially pertaining to video advertisements. However, limited research has examined the impact of gender and age on consumers’ sharing behavior of online video advertisements (OVAs) in Selangor, Malaysia. The aim of this paper is therefore to examine the role of gender and age in the intention to share OVAs in Selangor. Survey data was collected from 180 Millennial respondents in Selangor and analyzed using t-test and ANOVA to detect gender and age differences in the intention to share OVAs. The results indicated that gender and age have significantly distinct impacts on the intention to share OVAs among Millennials in Selangor. Male Millennials were found have a stronger intention to share OVAs compared to females, whereas Millennials in the 19 to 24 age bracket showed a stronger intention to share OVAs than those in the 25 to 30 and 31 to 38 age brackets. The study's practical implications, limitations, and future research directions are discussed.

Suggested Citation

  • Nik Mohamad Shamim Nik Mohd Zainordin & Norazlyn Kamal Basha & Ho Jo Ann & Ng Siew Imm, 2021. "Gender and Age Differences in the Sharing Behavior of Online Video Advertisements: The Case of Selangor, Malaysia," Asian Social Science, Canadian Center of Science and Education, vol. 17(12), pages 1-49, December.
    • Handle: RePEc:ibn:assjnl:v:17:y:2021:i:12:p:49
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ass/article/download/0/0/46384/49485
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ass/article/view/0/46384
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    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:ibn:assjnl:v:17:y:2021:i:12:p:49. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.