These comments will play an important role for me to further improve my research paper to a better one that will increase the readability of this research paper. Last but not least, I would like to thank all my friends, especially Lai Ying Ying and Amirul Shahrin bin Suhaime who helped me to complete this research.
RESEARCH OVERVIEW
- Research Background
- Problem Statement
- Research Objective
- Research Questions
- Hypotheses of Study
- Significance of Study
- Chapters Layout
- Conclusion
How user attitude towards a YouTube ad influences Malaysian purchase decision. Therefore, a small increase in advertising effectiveness can lead to additional income reaching millions of dollars.
LITERATURE REVIEW
Review of Literature
- Background of Industry
- Perceived Credibility
- Para-social Interaction
- User Generated Content
- Attitude towards advertisement
- Product Involvement
- Purchase Intention
Previous studies have shown that the relationship between the behavior and attitude towards a product and the perception of the advertisement. Influencer in YouTube also plays an important role when it comes to the credibility of the ad. The parasocial can be defined as the pseudo-intimate relationship that is formed between the personalities of the media and the audience that views them.
The audience watching can feel a sense of the characters or the host in the media speaking directly to the viewers (Ji Hye Park, 2004). The attitude towards advertising is a concept that is crucial, as it is one of the determinants of the attitude towards certain advertising (Akbari, 2015). The attitudinal response to advertising, such as availability of information related to the product, has played a role in how the consumer's attitude is towards the advertised product.
Accessibility of product recall will influence consumer judgments of product placement (Chang-Dae Ham, Jin Seong Park & Sejin park, 2016). Product engagement is defined as customers' perception of the importance of the product category that is based on customers' values, interests, and inherent needs (Bian & Moutinho, 2011).
Proposed Theoretical Framework
Product engagement is considered how important one product is in the eyes of the consumer. Therefore, the cause-and-effect nature of the explanatory research method is suitable for this study. A large sample size to answer research questions and the statistical representation of the target population is considered a good sample (Majid, 2018).
According to Jerry (2016), the very first step to take is to ensure that all questionnaires are completed before analyzing the collected data. The data checking steps are to ensure there are no errors when completing the questionnaire to give accurate and reliable results. According to Zikmund et al. (2013) The technique of multiple liner regression analysis is to analyze the degree of association between the dependent variable and the independent variable. In this chapter we discuss the overall results of the data collected from the questionnaire and the interpretation of the data.
Research Question: How does user attitude towards a YouTube advertisement influence Malaysian purchase decision. I would like to conduct a research study on the topic of Research Project (UKMZ 3016) regarding "The Impact of YouTube Advertising on Purchase Intentions in Malaysia". The overall objective of this study is to examine the relationship between five major determinants of purchase intention.
Hypotheses Development
Conclusion
The reason for using explanatory research is because of the nature in this research where variables such as attitude, user-generated content, parasocial interactions, product involvement and YouTube advertisement credibility can change or influence the dependent variable which in this case is the purchase intention of Malaysians. For this research, most of the data collected will be from academic databases from the internet such as SAGE, Research gate, Emerald and Google Scholar. A total of 200 questionnaires will be administered to Malaysian citizens to obtain any information that is relevant to the research topic.
This technique uses participants to convince other participants to participate in the study in order to increase the sample size. The following chapter discusses the implications, limitations, main findings and conclusion of the study. The impact of brand dimension on the purchase decision of the Jordanian consumer for retail items.
Validity and reliability of the research instrument; How to test questionnaire/survey validation in research. It is necessary to complete each part of the questionnaire, where your valuable answers will be an important input of my findings in this research project.
RESEARCH METHODOLOGY
Research Design
The definition of a research design is the conditions that are arranged for the analysis and collection of data in order to combine those relevant to the research objectives with process and economy. Research design is a combination of structure, plan, investigation and strategy to obtain control variance and research questions (Akhtar, 2016). The purpose of research design is to guide the entire research process, it is the plan that determines how the research will move from the purpose of the study to the outcome of the research.
In general, the research design has three primary stages in its process, which include data collection, question investigation, and answering the question (Abutabenjeh & Jaradat, 2018). Causal research otherwise known as explanatory research is defined as establishing the cause and effect relationship between variables, which is commonly used in experiments because it is suitable for determining cause and effect (Dowling, 2014. This method is a two-step design where quantitative data is used to explain and build qualitative data.
Quantitative data collected will inform the qualitative data selection process, allowing researchers to precisely locate relevant data for particular research projects (Almalki, 2016).
Data Collection Method
- Primary Data
- Secondary Data
Sampling is the most crucial tool for any research because the target population can be a huge number of individuals who are the participants of the research. Sample size is the choice of the number of observations to be included in the sample. The collected data will be analyzed with coded data using the Statistical Package for the Social Sciences version 18 (SPSS v.18). The collected data can be keyed in the database after the answer is encrypted (Hensley, 2016).
Data analysis is to understand the raw data collected and to convert the data with logical explanation of the meaning (Zikmund et al., 2013). This chapter will discuss the findings of the results, the implication of the study, the limitations in this study and the recommendations for future studies. The current limitation of the study is that this research is only tested in the Klang Valley area such as Petaling Jaya and Sungai long, Kajang.
A study of the factors influencing the purchase decision process towards specified consumer durables in NOIDA. Do you think the ad in a YouTube video affected your enjoyment of the video?
Sampling Design
- Target Population
- Sampling Frame
- Sampling Technique
- Sample Size
Research Instrument
In this study, the tool we will use will be questionnaire surveys using Google form to collect data which in this case is the primary data of respondents. The Google surname will be shared via the internet where respondents will be able to complete within 15 minutes. Each respondent will be provided with a set of standardized questionnaires which they must complete as instructed.
Construct Measurement
- Nominal Scale
- Ordinal Scale
Pilot Test
Data Processing
- Data Checking
- Data Editing
- Data Coding
- Data Entry
The definition of data coding is to use representation to group the adjusted data and assign numerical scores (Zikmund et al., 2013). For example, in section C of the survey, the possibility of strongly disagree is shown to be 1, while strongly agree is shown to be 5.
Data Analysis
- Descriptive Analysis
- Scale Measurement
- Reliability Test
- Inferential Analysis
- Pearson Correlation Coefficient Analysis
- Multiple Linear Regression Analysis
Descriptive analysis is how raw data is transformed into a way that describes factors within a situation to make it understandable. Sections B and C show the data percentage, mean and standard deviation in tabular form. The measurement scale determines how reliable the data in this survey is.
Reliability testing with Cronbach's alpha is intended to measure the internal consistency of a scale or test, usually shown as a number from 0 to 1 (Tavakol & Dennick, 2011). The inferential analysis that will be used in this study is multiple linear regression and Pearson's correlation coefficient. Two variables that are positively correlated will have a correlation coefficient of +1, while two variables that are negatively correlated will have a correlation coefficient of -1, a zero correlation coefficient indicates that there is no relationship between two variables (Gogtay & Thatte, 2017).
The p-value can be used to test the significance between the predictor and dependent variable, if the p-value is less than or equal to 0.01, a particular hypothesis will be accepted (Sekaran & Bougie, 2013). Dependent variables are explained by the value of the coefficient of each independent variable that allows to clearly understand the factors influencing the dependent variable.
Conclusion
DATA ANALYSIS
Descriptive Analysis
- Respondent’s Profile
- Respondents’ Gender
- Respondents’ Age
- Educational level
- How often do respondent watch YouTube
- Central Tendencies Measurement of Constructs
Scale Measurement
- Reliability Analysis
Inferential Analysis
- Multiple Linear Regression Analysis
Pearson Correlation Coefficient Analysis
Conclusion
DISCUSSION, CONCLUSION AND IMPLICATIONS
Discussion of Major Findings
- Perceived Credibility
- Para-social Interaction
- User Generated Content
- Attitude towards Advertisement
- Product Involvement
There is a significant relationship between the perceived credibility of YouTube advertisement and the purchase intention of Malaysians. There is a significant relationship between user-generated content in YouTube advertising and the purchase intention of Malaysians. There is a significant relationship between product inclusion in YouTube ads and purchase intention of Malaysians.
There is a significant relationship between attitude towards YouTube advertising and purchase intention of Malaysians. H1: There is a significant relationship between perceived credibility of YouTube advertising and purchase intention of Malaysians. H2: There is a significant relationship between parasocial interaction of YouTube ads and purchase intention of Malaysians.
H4 : The significant relationship between attitude towards YouTube advertising and purchase intention of Malaysians. H5 : The significant relationship between Product involvement in YouTube advertising and Malaysians' purchase intention.
Implication of Study
Limitation of Study
Recommendations
Conclusion
A study of user-generated content on social networking sites and its impact on consumer-based brand equity constructs. 3 I refer to advertising because it enables me to enjoy the best price from the competitive products advertised.
