The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising

The advertising industry today indisputably has colossal amounts of influence towards businesses; where in year 2012 alone the global advertising expenditure reported a massive USD 503 billion spent and is predicted to keep rising in years to come. For whatever objective there is in organizations de...

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Main Author:	Mohamad Jowsey, Mohammad Hafeez
Format:	Thesis
Published:	2014
Subjects:	HF Commerce HF5801-6182 Advertising
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id	my-mmu-ep.5436
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spelling	my-mmu-ep.54362015-07-01T02:49:43Z The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising 2014-02 Mohamad Jowsey, Mohammad Hafeez HF Commerce HF5801-6182 Advertising The advertising industry today indisputably has colossal amounts of influence towards businesses; where in year 2012 alone the global advertising expenditure reported a massive USD 503 billion spent and is predicted to keep rising in years to come. For whatever objective there is in organizations deploying advertising campaigns, this constituent of the marketing communication mix faces a challenge today in terms of being highly homogenous in nature due to saturation caused by increased amounts of competition. This issue ultimately causes ineffective efforts in businesses delivering their intended advertising messages across to consumers. However, it is found that a differentiated approach by deploying emotional appeals in advertising overcomes this issue. Being one of the constituents of the 11 diverse appeals, nostalgia has been classified to be a highly persuasive and effective advertising tactic used in influencing consumers. Unfortunately, current literature seem to focus only on studies in the impact of nostalgia; ultimately leaving a gap in the areas of factors or determinants of this influential emotional appeal. Thus, this research caters to this gap by attempting to identify potential determinants contributing positively to consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for use in this research. Deploying the usage of survey as the instrument and combining nostalgic advertisements used as the research stimulus; the general Malaysian population was prompted in answering a series of questions which determines their sensitivity level towards nostalgia used in advertisements. Through various statistical analysis such as frequency distribution, normality testing, outliers checking, reliability analysis, descriptive statistics, graph plot analysis, Pearson‟s correlation and multiple regression analysis all conducted with the aid of SPSS, it was revealed that past childhood experience contributed the most in significantly influencing the sensitivity level of consumers towards nostalgia. Event repetition frequency and ageing effect were the other two determinants that were supported in this research. The findings of this research has provided significant outlooks in terms of contributing towards the academic knowledge equity and benefits managerial domains especially in aiding marketing managers in accurately identifying correct target market for segmentation strategies in the areas of nostalgic marketing. 2014-02 Thesis http://shdl.mmu.edu.my/5436/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php masters Multimedia University Graduate School of Management
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF Commerce HF5801-6182 Advertising
spellingShingle	HF Commerce HF5801-6182 Advertising Mohamad Jowsey, Mohammad Hafeez The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
description	The advertising industry today indisputably has colossal amounts of influence towards businesses; where in year 2012 alone the global advertising expenditure reported a massive USD 503 billion spent and is predicted to keep rising in years to come. For whatever objective there is in organizations deploying advertising campaigns, this constituent of the marketing communication mix faces a challenge today in terms of being highly homogenous in nature due to saturation caused by increased amounts of competition. This issue ultimately causes ineffective efforts in businesses delivering their intended advertising messages across to consumers. However, it is found that a differentiated approach by deploying emotional appeals in advertising overcomes this issue. Being one of the constituents of the 11 diverse appeals, nostalgia has been classified to be a highly persuasive and effective advertising tactic used in influencing consumers. Unfortunately, current literature seem to focus only on studies in the impact of nostalgia; ultimately leaving a gap in the areas of factors or determinants of this influential emotional appeal. Thus, this research caters to this gap by attempting to identify potential determinants contributing positively to consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for use in this research. Deploying the usage of survey as the instrument and combining nostalgic advertisements used as the research stimulus; the general Malaysian population was prompted in answering a series of questions which determines their sensitivity level towards nostalgia used in advertisements. Through various statistical analysis such as frequency distribution, normality testing, outliers checking, reliability analysis, descriptive statistics, graph plot analysis, Pearson‟s correlation and multiple regression analysis all conducted with the aid of SPSS, it was revealed that past childhood experience contributed the most in significantly influencing the sensitivity level of consumers towards nostalgia. Event repetition frequency and ageing effect were the other two determinants that were supported in this research. The findings of this research has provided significant outlooks in terms of contributing towards the academic knowledge equity and benefits managerial domains especially in aiding marketing managers in accurately identifying correct target market for segmentation strategies in the areas of nostalgic marketing.
format	Thesis
qualification_level	Master's degree
author	Mohamad Jowsey, Mohammad Hafeez
author_facet	Mohamad Jowsey, Mohammad Hafeez
author_sort	Mohamad Jowsey, Mohammad Hafeez
title	The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
title_short	The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
title_full	The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
title_fullStr	The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
title_full_unstemmed	The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
title_sort	determinants of nostalgia sentiment sensitivity in nostalgic driven advertising
granting_institution	Multimedia University
granting_department	Graduate School of Management
publishDate	2014
_version_	1747829574327074816

The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising

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