The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak

The lack of unity among youth in Malaysia and its causes and consequences. The study is motivated by the observation that the ethnic relations among the youth in Malaysia are only at the average level, despite the government’s efforts to promote national unity and social cohesion through various pol...

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Bibliographic Details
Main Author:	Mohd Zaki Mubarak, Soraya Zahra
Format:	Thesis
Language:	English
Published:	2023
Subjects:	Affection Feeling Emotion
Online Access:	https://ir.uitm.edu.my/id/eprint/88898/1/88898.pdf
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id	my-uitm-ir.88898
record_format	uketd_dc
spelling	my-uitm-ir.888982024-03-19T07:06:33Z The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak 2023 Mohd Zaki Mubarak, Soraya Zahra Affection. Feeling. Emotion The lack of unity among youth in Malaysia and its causes and consequences. The study is motivated by the observation that the ethnic relations among the youth in Malaysia are only at the average level, despite the government’s efforts to promote national unity and social cohesion through various policies and campaigns. This study seeks to investigate the impact of unity campaign advertisements on university students at UiTM Alor Gajah, Malaysia. This research seeks to assess the efficacy of advertisements that aim to raise awareness, understanding, and acceptance of national unity principles among these demographics. An applied quantitative methodology is taken to explore the dynamics between unity campaign ads and student perception, specifically how various aspects of these advertisements influence support or opposition for My Generasi concept. This study explores how an advertisement impacts various demographic subgroups, such as gender, ethnicity, and academic discipline. These findings aim to offer policymakers, educators, and media practitioners’ concrete suggestions for designing and implementing more successful campaigns. Although this study has some inherent restrictions, such as its narrow focus on one university and inability to capture in-depth qualitative insights or changes over time, it provides important insights into how advertising helps promote national unity among Malaysian youth. 2023 Thesis https://ir.uitm.edu.my/id/eprint/88898/ https://ir.uitm.edu.my/id/eprint/88898/1/88898.pdf text en public degree Universiti Teknologi MARA, Melaka College of Creative Arts
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Affection Feeling Emotion
spellingShingle	Affection Feeling Emotion Mohd Zaki Mubarak, Soraya Zahra The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak
description	The lack of unity among youth in Malaysia and its causes and consequences. The study is motivated by the observation that the ethnic relations among the youth in Malaysia are only at the average level, despite the government’s efforts to promote national unity and social cohesion through various policies and campaigns. This study seeks to investigate the impact of unity campaign advertisements on university students at UiTM Alor Gajah, Malaysia. This research seeks to assess the efficacy of advertisements that aim to raise awareness, understanding, and acceptance of national unity principles among these demographics. An applied quantitative methodology is taken to explore the dynamics between unity campaign ads and student perception, specifically how various aspects of these advertisements influence support or opposition for My Generasi concept. This study explores how an advertisement impacts various demographic subgroups, such as gender, ethnicity, and academic discipline. These findings aim to offer policymakers, educators, and media practitioners’ concrete suggestions for designing and implementing more successful campaigns. Although this study has some inherent restrictions, such as its narrow focus on one university and inability to capture in-depth qualitative insights or changes over time, it provides important insights into how advertising helps promote national unity among Malaysian youth.
format	Thesis
qualification_level	Bachelor degree
author	Mohd Zaki Mubarak, Soraya Zahra
author_facet	Mohd Zaki Mubarak, Soraya Zahra
author_sort	Mohd Zaki Mubarak, Soraya Zahra
title	The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak
title_short	The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak
title_full	The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak
title_fullStr	The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak
title_full_unstemmed	The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak
title_sort	effectiveness of the unity campaign advertisement among university students in malaysia / soraya zahra mohd zaki mubarak
granting_institution	Universiti Teknologi MARA, Melaka
granting_department	College of Creative Arts
publishDate	2023
url	https://ir.uitm.edu.my/id/eprint/88898/1/88898.pdf
_version_	1794192173496795136

The effectiveness of the unity campaign advertisement among university students in Malaysia / Soraya Zahra Mohd Zaki Mubarak

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