The Influence of Samyang Instant Noodles' Youtube Advertising on Purchase Intention among Malaysian Young Adults

Sukumaran, Suvanya (2024) The Influence of Samyang Instant Noodles' Youtube Advertising on Purchase Intention among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In an era marked by digital transformation and changing consumer behaviour, advertising has found new avenues to connect with audiences. One such platform that has gained immense popularity is YouTube, a global video-sharing website with over two billion logged-in monthly users as of 2021. With the rise of online advertising, companies have sought to harness the power of platforms like YouTube to promote their products and capture the attention of the ever-elusive young adult demographic. In this context, this research study delves into the intriguing realm of YouTube advertising and its influence on purchase intention among Malaysian young adults, using Samyang Instant Noodles as a case study. Samyang Instant Noodles, known for their fiery and exotic flavours, have garnered a significant following among young adults in Malaysia. These noodles have not only become a culinary sensation but also a cultural icon among the Malaysian youth. The company's strategic use of YouTube advertising, replete with creative and engaging content, has been instrumental in maintaining and expanding its market share. This research study seeks to explore the efficacy of this advertising strategy and unravel the factors that sway the purchase intentions of Malaysian young adults. This research aims to assess the effectiveness of YouTube advertising in promoting Samyang Instant Noodles among its target demographic of Malaysian young adults. The researcher seeks to understand whether YouTube advertisements effectively raise brand awareness, recognition, and positive perceptions among the youth, highlighting the platform's potential as a marketing tool. This research also seeks to evaluate the acceptance level of Samyang Instant Noodles' YouTube advertising among Malaysian young adults. This research study delves into how viewers respond to the advertisements, measuring their receptiveness and engagement. It aims to uncover whether the content is relatable, enjoyable, and resonate with the target audiences, shedding light on the role of creative advertising in capturing the hearts and minds of young Malaysian consumers. Based on the research findings, this study illuminates the dynamic landscape of YouTube advertising and its profound impact on shaping the purchase intentions of Malaysian young adults. Samyang Instant Noodles serves as an illustrative case study, reinforcing the effectiveness of creative and engaging advertising strategies in captivating the attention of the youthful demographic. Furthermore, the study unearths the intricate interplay of factors influencing purchase intention, with YouTube advertising emerging as a pivotal catalyst within this complex decision-making process. Consequently, this research contributes invaluable insights for marketers seeking to navigate the Malaysian market while underscoring the pivotal role of digital advertising in the ever-evolving arena of consumer behaviour.