The Effectiveness of Zero Waste Campaign through Instagram Advertising in Creating Awareness among Malaysian Young Adults

Tan, Ally Shu Xin (2023) The Effectiveness of Zero Waste Campaign through Instagram Advertising in Creating Awareness among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates Instagram advertising, a form of new media advertising. Advertising effectiveness has always been an aim for organisations, and in the context of communication, how people feel about an advertisement is among the finest measures of that effectiveness. This research focuses on the effectiveness of the zero-waste campaign via Instagram advertising considering the awareness creation among Malaysian young adults. The quantitative approach of an online survey was utilised to collect 100 responses from Malaysian young adults. Based on the findings, young adults are aware of zero-waste campaigns on Instagram and are interested in learning more about them. Also, it has been found that different Instagram features spark varied levels of curiosity in young adults about zero-waste campaigns. Moreover, young adults are influenced by the zero-waste campaign on Instagram advertising which allows them to start curating environmental responsibilities. The outcomes of this research are valuable to advertisers and other researchers since they highlight young adults' awareness of zero-waste campaigns on social media platforms such as Instagram.