The Influence of McDonald's Video Advertisements among Malaysia's Young Adults on Purchasing Behavior via Youtube

 




 

Yee, Huey Qing (2024) The Influence of McDonald's Video Advertisements among Malaysia's Young Adults on Purchasing Behavior via Youtube. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In recent times, online advertising, particularly on YouTube, has rapidly grown, grabbing targeted audiences' attention. YouTube is a top choice for advertisers, although many ads go unnoticed due to viewers skipping or disregarding them. This study aims at analyzing the influence of McDonald's video advertisements on young adults' purchasing behavior in Malaysia via YouTube. The study delves into four key factors commonly observed in YouTube advertisements: Purchasing Behavior, Brand Loyalty, Brand Recall, and the Effectiveness of Purchase Intention. There are three objectives in this study, to determine the degree of brand loyalty on YouTube advertisements created by McDonald's among young adults in Malaysia, to identify the visual and auditory elements that influence brand recall among Malaysia's young adults in McDonald's YouTube advertisements and to investigate the effectiveness of McDonald's YouTube advertisements in influencing purchasing behavior among young adults in Malaysia. Furthermore, the study encompasses a quantitative approach, the researcher surveyed 120 young adults in the Klang Valley. The findings highlight extensive exposure of young adults to social media video specifically on YouTube advertisements and the positive impact of McDonald's video ads on brand recall and purchasing behavior. The study emphasizes the power of creative video advertising in capturing young adults' attention and shaping their decisions, offering valuable insights for professionals in the food and beverage marketing industry. Keywords : YouTube video Advertisement, McDonald’s, Purchasing Behavior, Malaysia Young Adults, Brand Recall, Brand loyalty

Item Type: Final Year Project
Subjects: Social Sciences > Commerce > Marketing > Consumer behavior
Social Sciences > Advertising > Internet advertising
Faculties: Faculty of Communication and Creative Industries > Bachelor of Communication (Honours) in Advertising
Depositing User: Library Staff
Date Deposited: 15 Apr 2024 07:10
Last Modified: 15 Apr 2024 07:10
URI: https://eprints.tarc.edu.my/id/eprint/28454
 
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