The Impact of KFC Facebook Advertising on Malaysian Young Adults' Purchase Intention

Kau, Zhen Yu (2023) The Impact of KFC Facebook Advertising on Malaysian Young Adults' Purchase Intention. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study is to investigate social media advertising, a common form of brand communication. The use of advertising in social media platform is first explored, particularly to garner interest in younger audiences and grow social media coverage in businesses. In the last few years, the usage of social media as part of a company's marketing plan has grown substantially. This research aims to identify how effective KFC Facebook advertising in creating awareness among Malaysian young adults. It also investigates the role of KFC Facebook advertising on influencing Malaysian young adults’ purchase intention and other factors that influence young adults purchase intentions on fast food brands. The quantitative approach of an online survey was utilised to collect 100 responses from Malaysian young adults. Based on the findings, young adults are likely to try new products if promoted by Facebook ads. It was also found that Facebook advertisement were successful in increasing respondents' awareness of KFC products. The results of this study are helpful to advertisers and other researchers because they highlight the preferences of young adults and how they perceive Facebook advertising.