The Effectiveness of Mykori's Instagram Advertising in Creating Brand Awareness Among Young Adults in Klang Valley

Ng, Pik Yen (2020) The Effectiveness of Mykori's Instagram Advertising in Creating Brand Awareness Among Young Adults in Klang Valley. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

For most brand, one of the most significant objectives of advertising is to achieve brand awareness. This is because ideally advertisers want to ensure that new consumers are aware and attracted to their brand to encourage repeat purchase. This study is to measures the effectiveness of Instagram advertising in terms of brand awareness and acceptance level among young adults. This study was conducted on 120 young adults between 18-30 of age group in Klang Valley. These young adults were targeted because they are the frequent users of social media and able to provide practical insight of advertising influence on young adult’s brand awareness and acceptance level towards Instagram advertising. A quantitative research is used in which the young adults were requested to answer the survey questionnaires. The research findings revealed that Instagram advertising has improved young adult’s involvement in brand awareness and selection. Results also revealed that social media platforms are essential and crucial in promoting brand purchase. Therefore, these findings proved that Instagram advertising targeting towards Malaysia’s young adults can effectively create brand awareness and promote brand purchase. This research has provided crucial advertising insights and suggestions for advertisers and future researcher in advertising field.