The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery

Fruits and vegetables which contain fiber, essential vitamins and minerals which is important to keep you full, keeps digestion normal, and has been linked to decreasing the risk and effects of several diseases. In Malaysia, the number of fruits and vegetables consumption is still below the exact re...

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Main Author:	Jaffery, Nur Shahafiqah Nadiah
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Telemarketing Internet marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/60350/1/60350.pdf
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id	my-uitm-ir.60350
record_format	uketd_dc
spelling	my-uitm-ir.603502022-05-26T01:41:22Z The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery 2021-07 Jaffery, Nur Shahafiqah Nadiah Telemarketing. Internet marketing Fruits and vegetables which contain fiber, essential vitamins and minerals which is important to keep you full, keeps digestion normal, and has been linked to decreasing the risk and effects of several diseases. In Malaysia, the number of fruits and vegetables consumption is still below the exact recommendation by Ministry of Health. YouTube is one of the social media platforms that has received minimal research related to consumer consumption behavior. So far, there is limited studies can be found to measure YouTube advertising towards intention to consume fruits and vegetables in Malaysia. This thesis aims to identify the factors that affect consumers’ attitude to consume fruits and vegetables through YouTube advertising. Perceived credibility, perceived usefulness, perceived video characteristics, number of views, likes, comments and replies and attitude towards consumers found to have impact on attitude towards consumers to eat fruits and vegetables. Tripartite Attitude Model is used to develop the conceptual framework for this study. The data for this study was obtained using an offline questionnaire, and the data was analyzed using two key software programmes: Statistical Package for Social Science (SPSS) version 26 and Smart PLS 3.0 to assess the relationship between the independent and dependent variables. The findings for this study found that there is a relationship between perceived usefulness and numbers views, likes, comments and replies and attitude towards fruits and vegetables consumption. Meanwhile for mediator, perceived video characteristics and number of views, likes, comments and replies are supported and for moderator, perceived credibility and number of views likes, comments and replies are supported. This study hopes to contribute to the YouTube advertising literature and health marketing literature by identifying the factors that influence fruits and vegetables consumption via YouTube advertising and can be used as a guideline to the policymaker or other social media platforms to encourage Malaysians particularly university students to eat more fruits and vegetables for a healthier lifestyle. 2021-07 Thesis https://ir.uitm.edu.my/id/eprint/60350/ https://ir.uitm.edu.my/id/eprint/60350/1/60350.pdf text en public masters Universiti Teknologi MARA Faculty of Business and Management Syed Annuar, Sharifah Nurafizah (Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Syed Annuar, Sharifah Nurafizah (Dr.)
topic	Telemarketing Internet marketing
spellingShingle	Telemarketing Internet marketing Jaffery, Nur Shahafiqah Nadiah The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery
description	Fruits and vegetables which contain fiber, essential vitamins and minerals which is important to keep you full, keeps digestion normal, and has been linked to decreasing the risk and effects of several diseases. In Malaysia, the number of fruits and vegetables consumption is still below the exact recommendation by Ministry of Health. YouTube is one of the social media platforms that has received minimal research related to consumer consumption behavior. So far, there is limited studies can be found to measure YouTube advertising towards intention to consume fruits and vegetables in Malaysia. This thesis aims to identify the factors that affect consumers’ attitude to consume fruits and vegetables through YouTube advertising. Perceived credibility, perceived usefulness, perceived video characteristics, number of views, likes, comments and replies and attitude towards consumers found to have impact on attitude towards consumers to eat fruits and vegetables. Tripartite Attitude Model is used to develop the conceptual framework for this study. The data for this study was obtained using an offline questionnaire, and the data was analyzed using two key software programmes: Statistical Package for Social Science (SPSS) version 26 and Smart PLS 3.0 to assess the relationship between the independent and dependent variables. The findings for this study found that there is a relationship between perceived usefulness and numbers views, likes, comments and replies and attitude towards fruits and vegetables consumption. Meanwhile for mediator, perceived video characteristics and number of views, likes, comments and replies are supported and for moderator, perceived credibility and number of views likes, comments and replies are supported. This study hopes to contribute to the YouTube advertising literature and health marketing literature by identifying the factors that influence fruits and vegetables consumption via YouTube advertising and can be used as a guideline to the policymaker or other social media platforms to encourage Malaysians particularly university students to eat more fruits and vegetables for a healthier lifestyle.
format	Thesis
qualification_level	Master's degree
author	Jaffery, Nur Shahafiqah Nadiah
author_facet	Jaffery, Nur Shahafiqah Nadiah
author_sort	Jaffery, Nur Shahafiqah Nadiah
title	The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery
title_short	The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery
title_full	The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery
title_fullStr	The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery
title_full_unstemmed	The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery
title_sort	effect of youtube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / nur shahafiqah nadiah jaffery
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Business and Management
publishDate	2021
url	https://ir.uitm.edu.my/id/eprint/60350/1/60350.pdf
_version_	1783735115053006848

The effect of YouTube advertising and attitude towards intention to consume fruits and vegetables: the moderating role of health consciousness / Nur Shahafiqah Nadiah Jaffery

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