Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia

Authors

  • Nur Syuhada Rahimi Universiti Utara Malaysia Author
  • Assoc. Prof. Dr. Bahtiar Mohamad Universiti Utara Malaysia Author http://orcid.org/0000-0002-0828-3194
  • Talhat Alhaiou King Saud University Author
  • Syed Hassan Raza Bahauddin Zakariya University Author

DOI:

https://doi.org/10.26623/themessenger.v11i1A.818

Keywords:

Web Advertisement, Attitude, Malaysia, Elaboration Likelihood Model

Abstract

The purpose of this study is to examine the factors which influence of the consumer s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication.

Author Biographies

  • Nur Syuhada Rahimi, Universiti Utara Malaysia
    School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Kedah, Malaysia
  • Assoc. Prof. Dr. Bahtiar Mohamad, Universiti Utara Malaysia
    Dr. Bahtiar Mohamad is an  Associate Professor at Communication Department, School of Multimedia Technology and Communication, UUM. With a degree from National University of Malaysia; a Master of Science from Universiti Putra Malaysia, and a PhD from Brunel University London, United Kingdom, Bahtiar has been serving Universiti Utara Malaysia for approximately 14 years. Formerly, he served as a Head of Communication Department, Faculty of Communication and Modern Languages, UUM for 3 years from 2005 - 2008. He teaches Public Relations, Corporate Communication, Communication for Managers and Organizational Image Management, which all combine to support his hybrid profession linking communication with the management. His qualifications are in Business Administration and Corporate Communication. In recent years, his publication and research interests have focused on corporate communication and public relations. He is carrying out research in the area of corporate identity, corporate image, investor relations and corporate branding from the point of view of public relations and corporate communication. He is Member of Institute of Public Relations Malaysia (MIPR), European Communication Research and Education Association (ECREA), World Communication Association (WCA) and Pacific & Asia Communication Association (PACA). He is currently appointed as a Visiting Scholar at Faculty of Business and Humanities, Curtin University Sarawak Campus and Asian Institute of Cambodia.
  • Talhat Alhaiou, King Saud University
    College of Business Administration (CBA), King Saud University, Riyadh 12372, Saudi Arabia
  • Syed Hassan Raza, Bahauddin Zakariya University

    -).Department of Communication Studies, Bahauddin Zakariya University, Bosan Road, Multan, Punjab, Pakistan;

    -).School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Kedah, Malaysia.

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Published

2019-06-02

Issue

Vol. 11 No. 1A (2019): Special Issue on the School of Multimedia Technology and Communication Postgraduate Symposium

Section

Articles