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How Social Advertising Affects the Buying Behavior of Malaysian Consumers? Testing the Moderating Effects of Gender and Education
Authors: Rehman Fazal ur | Prokop Viktor | Othman Bestoon Abdulmaged | Javed Farwida | Shiekh Sadia Ijaz
Year: 2022
Type of publication: článek v odborném periodiku
Name of source: Scientific Papers of the University of Pardubice - Series D, Faculty of Economics and Administration
Publisher name: Univerzita Pardubice
Place: Pardubice
Page from-to: 1580
Titles:
Language Name Abstract Keywords
cze Jak sociální reklama ovlivňuje nákupní chování malajských spotřebitelů? Testování moderačních efektů genderu a vzdělání Tato studie zkoumá vliv sociální reklamy na nákupní chování malajských spotřebitelů spolu s moderující rolí pohlaví a vzdělání. Používáme vlastní primární data, která byla shromážděna prostřednictvím dotazníkového průzkumu od nakupujících v různých nákupních centrech módních oděvních značek v Kuala Lumpur a State Johor v Malajsii. sociální reklama; spotřebitelské chování; pohlaví; vzdělávání; módní značky
eng How Social Advertising Affects the Buying Behavior of Malaysian Consumers? Testing the Moderating Effects of Gender and Education This study examines the influence of social advertising on the buying behavior of Malaysian consumers along with the moderating role of gender and education. We use our own Primary data that were collected through questionnaire-based survey from the shoppers at various shopping malls of fashion clothing brands at Kuala Lumpur and State Johor in Malaysia. The collected data were analyzed by using step wise regression and correlation statistics to find results. The findings revealed that social advertising, informativeness, entertainment, credibility, ease of use, contents, and gender have positive effects on the buying behavior of Malaysian consumers toward the fashion clothing brands. By contrast, we find negative effects of privacy and education. Next, we show that gender has moderating effects in the defined context. The main contribution of this study is the assessment of the effects of some unique and influential factors of social advertising on the buying behavior among Malaysian consumers towards the fashion clothing brands. In addition, this study has also assessed the moderating effects of gender and education to extend the body of knowledge in that area. Finally, we present practical implications for managers. social advertising; consumer behavior; gender; education; fashion brands

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