Impact of Humour Appeal Advertising towards Malaysians' Purchase Intention of Clinique

Soon, Huei Hoeng (2022) Impact of Humour Appeal Advertising towards Malaysians' Purchase Intention of Clinique. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Several scholars have conducted research on the impact of humour appeal advertising towards purchase decision, but few have conducted it on skincare products. Therefore, the purpose of this research is to study the impact of humour appeal advertising towards Malaysians’ purchase intention of Clinique and it includes the background of humour advertising and Clinique. There are three objectives in this research which include to observe Malaysia’s young adults’ preference on types of humour, to find out the response of consumers on the humour appeal used in advertisements and to discover the impact of humour appeal advertising towards Malaysia’s young adults’ attitude, brand awareness, brand recall, positive word-of-mouth and purchase intention of Clinique. This research is conducted with quantitative research method, together with the use of online surveys by distributing it in Google Form through social media platforms. Purposive sampling is used as well with the sample size of 100 young adults from the age of 18 to 30 years old in Malaysia, and only those who use skincare products were selected as the sample. As a result, this study showed that humour appeal in advertising does bring positive impact towards Malaysians’ purchase intention on Clinique. Malaysia social media influencer, Jenn Chia, has a greater ability to persuade Malaysia young adults on purchasing Clinique skincare products by using humour appeal to advertise. Overall, advertisers can understand how humour appeal can create an impact on young consumers and make good use of it to increase their purchase intentions, attitude, brand awareness, brand recall, and positive word-of-mouth.