The moderating role of gender on the effect of Instagram advertising on university students in Malaysia using AIDA model

Li, Mengyao and Mokhtar, Aida (2021) The moderating role of gender on the effect of Instagram advertising on university students in Malaysia using AIDA model. In: Virtual International Halal Science Conference 21: "Enhancing and Strengthening Halal Industry through Science", 13th-14th July 2021, Kuala Lumpur.

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Abstract

In this research study, we examined the effects of Instagram advertising on undergraduate students by gender at a public university in Malaysia. This study adopted a quantitative research design using the survey method on a sample of 278 undergraduate students from the faculty of a public university in Malaysia. The results indicated there were moderate effects of Instagram advertisements on students of different genders. Female respondents were found to be more affected by Instagram advertisements than males in relation to the Attention-Interest-Desire-Action (AIDA) model. It is hoped that this study could contribute to current research on Instagram advertisements influencing university students’ consumer behavior using the AIDA model. Recommendations to advertisers are made in the paper.

Item Type:	Conference or Workshop Item (Plenary Papers)
Uncontrolled Keywords:	AIDA model, Gender differences, Instagram advertisements
Subjects:	H Social Sciences > H Social Sciences (General) L Education > LB Theory and practice of education > LB2300 Higher Education
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr. Aida Mokhtar
Date Deposited:	09 Sep 2021 11:36
Last Modified:	09 Sep 2021 11:41
URI:	http://irep.iium.edu.my/id/eprint/88572

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