2019
DOI: 10.18178/ijssh.2019.v9.985
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Breaking through Clutter: Analysis of Mobile Political Advertising in Malaysia

Abstract: Political advertising is a type of marketing communication that attempts to influence upon issues of extensive political debate. In the era of IR 4.0, the platforms used to communicate political issues vary ranging from conventional media to new online media like social media and mobile advertising apps. During the past a few general elections in Malaysia, public witnessed changes in political campaigns with the use of advertisements not only on the mainstream television and in the newspapers, but also in othe… Show more

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Cited by 2 publications
(3 citation statements)
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“…Consumers value of location-based advertising was found to increase consumers' response to purchase advertised brands (Lin, Paragas & Bautista, 2016). In their study of mobile political advertising, Yaakop, Ismail & Ariffin (2019) found that the consumer's perception towards the media used to interact with them influenced the way in which the consumer interacted with the communication. In measuring consumer perception, Yaakop, Ismail & Ariffin (2019) considered the role of attitude, hedonic pleasure, product information, falsity/no sense and the social role of advertising when measuring consumer perceptions.…”
Section: Consumer Perceptionmentioning
confidence: 98%
See 1 more Smart Citation
“…Consumers value of location-based advertising was found to increase consumers' response to purchase advertised brands (Lin, Paragas & Bautista, 2016). In their study of mobile political advertising, Yaakop, Ismail & Ariffin (2019) found that the consumer's perception towards the media used to interact with them influenced the way in which the consumer interacted with the communication. In measuring consumer perception, Yaakop, Ismail & Ariffin (2019) considered the role of attitude, hedonic pleasure, product information, falsity/no sense and the social role of advertising when measuring consumer perceptions.…”
Section: Consumer Perceptionmentioning
confidence: 98%
“…In their study of mobile political advertising, Yaakop, Ismail & Ariffin (2019) found that the consumer's perception towards the media used to interact with them influenced the way in which the consumer interacted with the communication. In measuring consumer perception, Yaakop, Ismail & Ariffin (2019) considered the role of attitude, hedonic pleasure, product information, falsity/no sense and the social role of advertising when measuring consumer perceptions. Li (2019), examined advertising avoidance of search engine advertising in China.…”
Section: Consumer Perceptionmentioning
confidence: 99%
“…For a time, the term "new media" has become a popular vocabulary familiar to the public. From the perspective of natural science or social science, the birth of "new media" is of great significance [2]. However, due to the surging development of the "new media" industry, new technological changes are coming.…”
Section: Introductionmentioning
confidence: 99%