The Impact of McDonald's Video Advertising in Social Media - a Study on Buying Behaviour among Young Adults during MCO

Chen, Xin Ru (2021) The Impact of McDonald's Video Advertising in Social Media - a Study on Buying Behaviour among Young Adults during MCO. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The purpose of this study is to find out the impact of McDonald’s social media video advertising on young adults buying behaviour during MCO. The researcher had conducted a quantitative research method in this research. A sample of 100 young adults who stay in Klang Valley was collected in the survey questionnaire to answer the question in order to find out the young adults’ perspective towards social media video advertising and the influence of McDonald’s video advertising in creating brand recall among young adults and their buying behaviour. Form the findings, it was revealed that young adults nowadays are highly exposed to the social media video advertising due to the time spent by them on social media. They enjoy watching video advertisement when it helps them to understand the complex idea in a fun way. Through the findings of this research, it can be concluded that young adults are in fact being affected by McDonald’s video advertisement on social media. It was found out that impact of visual creativity in McDonald’s video advertising do create brand recall among young adults and it able to build a strong relationship with them in order to build customer loyalty. Besides that, the findings of this research also show that young adults’ buying behaviour also affected by video advertising on social media. The finding shows the power of creative video advertising able to trigger young adults’ curiosity and it do influence on their buying decision. Hence, this research is useful to food and beverage marketers to understand more on the social media video advertising and the effect on young adults buying behaviour.