Saedon, Muhammad Abdul Malik and Abdul Salam, Sobihatun Nur and Shaari, Nassiriah (2018) Effectiveness of island homestay advertisement. Indian Journal of Arts, 15. pp. 79-84. ISSN 2320–6659

PDF Restricted to Registered users only Download (866kB) | Request a copy

Abstract

Effectiveness of advertising is one of the business successes where it functions in determining people’s attitude towards advertisement.In the study of island homestay, effectiveness of advertisement was measured to evaluate two mutually exclusive statements to determine which statement is best supported by the sample data that obtained from social media users. Before the effectiveness of advertisement measured, four hypotheses were formulated as specific statement of prediction that will be tested.Then, hypothesis testing was conducted to get result of the four hypotheses.The result shows positive relationship where dimension of advertisement content effect and persuasive multimedia significantly influences attitude towards advertised brand, awareness of persuasive intent, attitude towards advertisement and purchase intention.

Item Type:	Article
Uncontrolled Keywords:	Effectiveness, advertisement, advertising, advertising effectiveness, island home-stay
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	25 Jun 2018 00:54
Last Modified:	25 Jun 2018 00:54
URI:	https://repo.uum.edu.my/id/eprint/24125

Actions (login required)

View Item