The Perception of Malaysian Urban Youths towards Nestle Ice Cream Advertising on Social Media and Its Influence on Purchase Intention

Lee, Hui Jun (2023) The Perception of Malaysian Urban Youths towards Nestle Ice Cream Advertising on Social Media and Its Influence on Purchase Intention. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Throughout the recent years, social media has become the predominant stage for advertising around the world. It has become a necessity in nearly everyone’s life today regardless of age range. People nowadays are bombarded with massive information and advertising when they are browsing social media. The rise of social media and influencers has also changed the way people use social media because they are no longer only used for getting in touch with friends and family but also looking for more information from different aspects including searching information about products advertised by the influencers before purchasing. Advertising industry has realised the power of social media influencers (SMIs) so they simultaneously engage and advertise the brands or products on influencers’ social media account and own account for boosting the sales, enhancing the brand reputation and gaining momentum to purchase intention. However, from the perspective of consumers, their perceptions or attitudes towards these social media advertising is still one of the popular topics both advertisers and marketers are curious and concerned about. Therefore, this research seeks to deepen the understanding of consumers’ perceptions towards social media advertising and its influence on purchase intentions by focusing only on one food brand which is Nestlé. The study proposes quantitative research by distributing the survey questionnaire with 15 questions to 150 respondents who are Malaysian urban youths. The findings stress the importance of understanding consumers' perception on different forms of social media advertising and different social media platforms on different levels of effectiveness.