Nornajihah Nadia Hasbullah and Ag Kaifah Riyard Kiflee and Saiful Anwar and KK Ramachandran and Zuraidah Sulaiman (2023) Advertising value of social media advertisement on sustainable brand purchase intention: The moderating role of user-generated video among gen Z in Malaysia. International Journal of Electronic Commerce Studies, 14 (3). pp. 1-19.
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Abstract
The global population post-pandemic has stimulated the sustainability movement worldwide, where consumers have transitioned from offline to online businesses. Increased sustainable users lead to companies actively promoting their products using social media advertisements. Despite the progress in the market, the literature on social media advertisement for sustainable brands in developing countries, including Malaysia, is relatively scarce. Hence, this study seeks to enhance understanding online advertisement value by incorporating the Ducoffe advertising value model. Specifically, the factors determining customers’ advertising value based on credibility, perceived entertainment, and informativeness were examined using user-generated video (UGV) as a moderator. Data were gathered from 250 Generation Z in Malaysia, while the proposed conceptual model was assessed using the Partial Least Squares (PLS) method. The findings revealed a significant direct relationship between informativeness and a significant indirect relationship between UGV in advertisements toward sustainable product purchase intention. Conversely, no significant connection between credibility and perceived entertainment was discovered. The results significantly contribute to sustainability literature and advertisement strategy implications.
| Item Type: | Article |
|---|---|
| Keyword: | Online Advertising, Ducoffe model, Sustainable Product, Gen Z, Purchase Intention, COVID-19 |
| Subjects: | H Social Sciences > HJ Public Finance > HJ9-9940 Public finance > HJ2240-5908 Revenue. Taxation. Internal revenue > HJ5309-5510 Administrative fees. User charges. License fees T Technology > TS Manufactures > TS1-2301 Manufactures > TS155-194 Production management. Operations management |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | ABDULLAH BIN SABUDIN - |
| Date Deposited: | 03 Jul 2025 09:55 |
| Last Modified: | 03 Jul 2025 09:55 |
| URI: | https://eprints.ums.edu.my/id/eprint/44261 |
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