The Influence of McDonald's Facebook Advertising on Product Selection among Young Adults during MCO

Khor, En Qi (2021) The Influence of McDonald's Facebook Advertising on Product Selection among Young Adults during MCO. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Facebook is a platform that is commonly used by the marketer to promote the brands and products in the market. It is effective for a company to increase the brand awareness among the target market. Since it is convenient and affordable, it allows the marketers to save money and time meanwhile reaching a huge number of audiences. In this research, the researcher evaluated the effectiveness of McDonald’s Facebook advertising in creating the brand awareness among young adults. Besides, the researcher also examined the impact of McDonald Facebook advertising towards young adult’s product selection during MCO. Then, the researcher used the quantitative study in this research. The researcher conducted an online questionnaire with 100 young adults’ respondents in Malaysia. The reason that the researcher chose young adults as the target is because young adults spend most of their time on Facebook and they are exposed to Facebook advertising highly. Lastly, through this research, the researcher found out that Facebook advertising received positive responses from young adults which included positive brand awareness and positive attitudes towards McDonald’s Facebook advertising. The research clearly indicates that McDonald’s Facebook advertising is effective in influencing young adults’ product selection and creating brand awareness among young adults.