The Impact of Social Media Advertisement on Consumers' Fast Food Buying Behavior

Ng, Jie Yee (2020) The Impact of Social Media Advertisement on Consumers' Fast Food Buying Behavior. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Today, most of the companies use social media advertising as an effective marketing tool to reach their target market. This study explored the impact of social media advertising on consumers' fast food buying behavior. The scope of social media in this study includes Facebook, Instagram and YouTube. In addition, the researcher tried to understand the impact of perceptions and attitudes on social media fast food advertising. This study used survey questionnaires and collected 100 responses from people aged 18 to 45 who live in Kuala Lumpur, Malaysia. Respondents in this study are targeted because they are very enthusiastic users of social media and they like fast food. The results of the study show that most people believe that social media fast food advertising has changed or affected their fast food buying behavior. The study also explored whether consumers’ views and attitudes towards fast food social media advertising are positive. However, different advertising formats help consumers have a positive attitude towards fast food brands and products.