The Effectiveness of Watsons' Ambassadors Advertising in Creating Purchase Intention Among Malaysian Young Adults

Cheong, How Yee (2024) The Effectiveness of Watsons' Ambassadors Advertising in Creating Purchase Intention Among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In today’s era, ambassadors are known as the spokespersons of a brand. Brand ambassadors can be anyone who has a close relationship with the brand, understands the brand’s vision and mission, and is willing to represent the brand in public. Ambassadors advertising does not always impact consumers' purchase intentions, but it does have significant influences on how they perceive the brand. This research aims to find out the effectiveness of Watson's ambassador advertising in creating purchase intention among Malaysian young adults. It also aims to evaluate the acceptance level of Malaysian young adults towards Watson's ambassador advertisements as well as the other factors that influence Malaysian young adults’ purchase intentions for Watson's products. A quantitative method of online survey questionnaires has been used in this study by distributing questionnaires to 100 Malaysian young adults. Through the findings, it shows that Watson's ambassador advertising does influence the purchase intention of Malaysian young adults towards Watson's products. The research findings indicate that Malaysian young adults will prefer Watsons’ to other brands because the ambassadors raise a good image for the brand, which enhances positive impressions. Also, consumers do participate in Watson's campaigns or activities because of the ambassadors who are involved. The research shows that a good brand ambassador can influence consumers to take action. This research is beneficial for advertisers and marketers in the health and beauty industry by providing insights into Watson's ambassador advertising and contributing to academic research by providing relevant findings.