The Effectiveness of Uniqlo Instagram Advertising in Creating Brand Loyalty among Young Adults in Malaysia

Goh, Kin Weng (2023) The Effectiveness of Uniqlo Instagram Advertising in Creating Brand Loyalty among Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The purpose of this research is to find out the effectiveness of Uniqlo Instagram advertising in creating brand loyalty among Malaysian young adults. It also investigates the factors that influence the repurchase of Uniqlo products among young adults. This research aims to examine the effectiveness of Uniqlo Instagram advertising in creating brand awareness. It also determines the influence of Uniqlo Instagram advertising in creating brand loyalty and the factors that influence the repurchase of Uniqlo products among young adults. The researcher did this research by using the quantitative method which is the online survey questionnaires method. The data was collected from 100 qualified young adults’ through an online survey questionnaire which is Google Form. Based on the findings, Instagram advertising is able to attract the young adults’ attention and gain brand awareness from it. Aside from that, the findings revealed that Uniqlo Instagram advertising is effective in creating brand loyalty among Malaysian young adults. Moreover, besides advertising, there are other factors such as popularity of the brand, promotions, advertising endorsements, word of mouth (WOM) and word of mouse (WOM) are also able to influence Malaysian young adults’ repurchasing behaviour towards Uniqlo fashion products. As a result, the outcomes of this study are helpful to the advertisers and marketers since the study on Malaysian young adults’ preferences and how Instagram advertisements influence their purchasing behaviour.