Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar

This study is about using rational and emotional appeals in online advertisement for Muslim customers. Also, this research is to identify key factors that influence Muslim customers in selecting online advertising appeals, to examine the relationship between the factors that influence Muslim custome...

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Main Author:	Shamsu Kamar, Aisyah Nursyuhadah
Format:	Thesis
Language:	English
Published:	2016
Subjects:	Human behavior Behaviorism Neobehaviorism Behavioral psychology Perception Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/36834/1/36834.pdf
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id	my-uitm-ir.36834
record_format	uketd_dc
spelling	my-uitm-ir.368342020-11-17T02:16:27Z Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar 2016-06 Shamsu Kamar, Aisyah Nursyuhadah Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology Perception Marketing This study is about using rational and emotional appeals in online advertisement for Muslim customers. Also, this research is to identify key factors that influence Muslim customers in selecting online advertising appeals, to examine the relationship between the factors that influence Muslim customers and their choice of online advertising appeals, to determine the factors that has the most influence on Muslim customers in selecting online advertisement appeals and to determine which online advertisement appeal that is mostly selected by Muslim customers. The data set is collected through self-administered questionnaire and convenient nonprobability random sampling method. A sample of 100 was collected from Muslim customers at area Kota Samarahan, Sarawak, Malaysia. The finding revealed that there is a significant relationship between various factors toward selecting online advertising appeals. Based on the results, it can be said that Muslim customers are generally influent by emotional appeals in online advertisement rather than rational appeals. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the result other than secondary research and questionnaire. This study is more important for companies or marketers or internet advertising to understand Muslim customer's preference on online advertisement appeals to be more attraction in online advertising. 2016-06 Thesis https://ir.uitm.edu.my/id/eprint/36834/ https://ir.uitm.edu.my/id/eprint/36834/1/36834.pdf text en public degree Universiti Teknologi MARA Cawangan Sarawak Faculty of Business Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Human behavior Behaviorism Neobehaviorism Behavioral psychology Perception Marketing
spellingShingle	Human behavior Behaviorism Neobehaviorism Behavioral psychology Perception Marketing Shamsu Kamar, Aisyah Nursyuhadah Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar
description	This study is about using rational and emotional appeals in online advertisement for Muslim customers. Also, this research is to identify key factors that influence Muslim customers in selecting online advertising appeals, to examine the relationship between the factors that influence Muslim customers and their choice of online advertising appeals, to determine the factors that has the most influence on Muslim customers in selecting online advertisement appeals and to determine which online advertisement appeal that is mostly selected by Muslim customers. The data set is collected through self-administered questionnaire and convenient nonprobability random sampling method. A sample of 100 was collected from Muslim customers at area Kota Samarahan, Sarawak, Malaysia. The finding revealed that there is a significant relationship between various factors toward selecting online advertising appeals. Based on the results, it can be said that Muslim customers are generally influent by emotional appeals in online advertisement rather than rational appeals. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the result other than secondary research and questionnaire. This study is more important for companies or marketers or internet advertising to understand Muslim customer's preference on online advertisement appeals to be more attraction in online advertising.
format	Thesis
qualification_level	Bachelor degree
author	Shamsu Kamar, Aisyah Nursyuhadah
author_facet	Shamsu Kamar, Aisyah Nursyuhadah
author_sort	Shamsu Kamar, Aisyah Nursyuhadah
title	Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar
title_short	Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar
title_full	Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar
title_fullStr	Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar
title_full_unstemmed	Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar
title_sort	using rational and emotional appeal in online advertisement for muslim customers / aisyah nursyuhadah shamsu kamar
granting_institution	Universiti Teknologi MARA Cawangan Sarawak
granting_department	Faculty of Business Management
publishDate	2016
url	https://ir.uitm.edu.my/id/eprint/36834/1/36834.pdf
_version_	1783734367166660608

Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar

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