Published in: AJBR Vol 6 Issue 2

Authors: Mehdi Taghipoorreyneh, Ernest Cyril De Run

DOI: 10.14707/ajbr.160027

Abstract:

The aim of this research is to investigate about attitudes toward online advertising (ATOA) among Malays. Data were collected from Malays above eighteen years old with Internet usage experiences. Four belief factors that underline Malays consumers‟ attitudes toward online advertising were identified: informativeness, hedonism, credibility and good for economy. The findings from this research indicated that informativeness, hedonism and good for economy had significant impacts on ATOA among Malays. The research provides potentially useful insights and directions for marketers in order to optimize the results of their online advertising campaigns among Malays in Malaysia.

Keywords: Attitudes, Credibility, Good for Economy, Hedonism, Informativeness, Online Advertising

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