Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
Social Marketing Needs a Reboot: Malaysian Youth’s
Interpretation
Arasu Raman* and Vijayan Ramasamy**
Marketing using Social Media offers a number of opportunities for
modern marketers. Also are the unknowns involved if businesses fail
to consider vicissitudes that are linked with Social Media marketing
today. The purpose of this study is to provide an attempt of youth’s
perspective towards social media advertising, and the methods social
media be used as a platform to improve the advertising efforts
amongst the youth. The researchers used wide-ranging survey data to
collect and analyse the Malaysian youths’ perspective of the social
media advertising and results indicate that social media is a
behavioural aspect. A total of 180 valid feedbacks were obtained from
the students coinciding as being the Youth, with the findings indicating
that entertainment and privacy and security of social media being the
key to most of the marketers success having Youth as the focus
making the social media a powerful entity for promoting the products
of today and advertising of tomorrow.
Field of Research: Social Media Advertising, Social Marketing, Social
Networking Sites
1. Introduction
The new technologies of communications have been efficaciously adopted
and become a model. As reported by Pingdom (2012), number of Internet
users worldwide in the year 2012 reached 2.27 billion, almost twice it was 5
years ago (1.15 billion). It is human nature to get used to changes, so most of
us have a tendency to forget how rapidly the world has changed, and keeps
changing. Despite the popularity of social media, there is very limited
research literature regarding social media advertising itself and measuring
attitude towards social media advertising (SMA).
Most previous research studies are on investigating consumers’ attitudes
towards advertising on traditional media (O'Donohoe, 2001), or attitudes
towards advertising on new media such as the Internet or mobile phone
(Tsang, Ho, & Liang, 2004). In relevance to this study, there are some
literatures discussing different aspects of social media but with certain
limitations. For example Zeng, Huang and Dou (2009) have been studied on
how the group norms and social identity affect social networking sites users’
perception on online advertising.
__________________________
*Arasu Raman is with Faculty of Business, Communications and Law, INTI International
University, Malaysia. E-mail: arasu.raman@newinti.edu.my
**Vijayan Ramasamy is with Faculty of Business, Communications and Law, INTI
International University, Malaysia. E-mail: vijayan.ramasamy@newinti.edu.my
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
There is also a study by Hoy & Milne (2010) about gender differences in
privacy beliefs towards social media among young adult aged between18-24,
but there is expectation for a further study in order to understand how privacy
concern impacts on attitude towards advertising. Another study made by
Kelly, Kerr and Drennan (2010), discusses about the teenager’s advertising
avoidance on social networking sites. It concludes that teenager’s avoidance
on advertising on social networking sites because of their previous bad
experience with it regardless of medium. However it only focuses on
qualitative research and needs a future study on how the credibility of social
media affects its targeted audiences.
In Malaysia, only little academic research was done on this field like the
research done by Adam Mahamat (2011) on the influence of social
networking sites on student’s academic performance and also Consumer
attitude towards Facebook Advertising. Within the context, the study by
Raman and Chien (2013), presents majority of the respondents are using
internet every day for character-promotion and not highly relying on internet
for non-socio activities. Also, findings by Raman and Annamalai (2012)
believes the young generation has a corresponding association to internet, as
their life gets structured around internet when more involvement. No study
was found focusing the Malaysian youth’s perception regarding their
perception towards advertisements on social media. As reminded by Raman
(2013), keeping in mind that the youth are the ones who heavily use social
media almost every day, there is a greater need that a research should be
done on what they think about advertisements on social media and what kind
of advertisements they find attractive. Therefore, the lack of research studies
and scholarly data on perceptions of advertising in social media stimulated
the beginning of this study.
Eventually, Wolin and Korgaonkar’s study (2003) presents the attitude
differences between genders. The finding of their study concludes that the
females are more favorable towards online advertising. However, so far little
research work discusses about the different perceptions towards social media
advertising among youths. Therefore there is demand for investigating on
gender issue. Some other studies on this topic conducted were user’s attitude
and perception towards advertising was conducted by various researchers
like Speck and Elliot in 1997. Study was also done on customer perception
towards the internet by Cho, Lee and Tharp in 2001.
Also, many questions regarding social media advertising has remained onesided. Issues on how to reach the right target audience and to understand the
consumers’ opinion of advertisements placed on social networks. The online
social networks as advertising medium have developed so fast left its
researchers in limbo. Sometimes it has happened that advertisements are
read by the wrong market segment and as a result, it will lead to minimum
benefits to the marketers or sometimes it might also lead to a loss. This is an
issue which is faced by almost all businesses today. Thus the problems can
be concluded as there has been an inability to reach the potential customers
by the marketers because they were not able to understand their behavior on
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
the internet and thereby there has been the inability to choose the right type
of advertising strategy. The study has attempted to response the below stated
research questions:
1. Does privacy and security concern of the Malaysian youth influence
their perception toward social media advertising?
2. What are the improvements that can be made on advertising on social
media so that marketers can target more customers in time?
The overarching research objective of this study is to examine the level of
perception of Malaysian youth towards social media advertising. The specific
objectives of the study are as follows:
1. To examine the influence of privacy and security concern of the
Malaysian youth towards social media advertising.
2. To suggest improvement on advertisements on social media for
marketers.
2. Literature Review
2.1 Social Media Advertising
Currently, advertising appears on all these different types of social media
websites. All these advertising that is carried on social media could be
referred as social media advertising, and it could be categorized as part of
Internet advertising. It adopts many common features from Internet
advertising such as interactivity, freedom of choice, and two-way
communication. But social media advertising also has its uniqueness because
of distinctive characteristics of social media, which make it different from
Internet advertising (Kolek and Saunders, 2008), for example advertising on
social media has evolved from the characteristics of social media such as
user-generated content. The social media users could upload and publish the
video of their own advertisement of their favorite products or brands on the
content community sites such as YouTube. The advertising content itself is no
longer generated or control by the company itself as it used to be in traditional
media or on Internet.
2.2 Youth in Malaysia
There are various definitions for youth in different parts of the world. The term
"youth" is referred to individuals between the ages of 16-25 (Berkley and
Burton, 2009). The National Youth Policy (2012), categories Malaysian
individuals who are within the age group of 18 to 25 years as Youth. Where
else, The United Nations has defines youth as persons aged between 15 to
24 years. In Malaysia, during the year 2011, there were 10.1 million youth in
the country. The Department of Statistics Malaysia (2011) has stated that for
the 18 to 25 years age group, there were equal numbers of males and
females, while in the age group of 26 to 40 years the proportion of males was
slightly higher than females at 50.3 per cent and 49.7 per cent respectively.
The majority of the youth (53.5 per cent) lived in urban areas. There were
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
equal proportions of males and females in both age groups in rural and urban
areas. According to World Fact book (2012) ethnically, Bumiputera formed
the majority of the youth population at 57.9 per cent. Of that majority, 47.2 per
cent of young people were Malay Bumiputera and 10.7 per cent were nonMalay Bumiputera. Of the remaining 52.8 per cent of youth, 24.9 per cent
were Chinese, 7 per cent were Indian, 7 per cent were non-citizens of
Malaysia, and 3.2 per cent belong to other groups.
2.3
Privacy and Security Concern
Perception is the interpretation of sensory information (Woolfolk, 2004).
Product information and social role can have an impact on perception toward
advertising and its effectiveness (Mehta and Purvis, 1995). The abundance of
information on Internet indeed brings some economic benefits for its users,
and the convenience of online searching saves a huge amount of time
compared with traditional paper-based searching.
However, the Internet is a double-edge sword, as it also has disadvantages
such as privacy infringement. The privacy concerns over social media are
also drawn attention from regulators, advocacy groups, and consumers as
well. There are several studies about the different privacy concerns over
social media from many perspectives such as gender and age. For example,
one of previous research has found that on social media, females are more
likely to reveal personal information more than males (Hoy and Milne, 2010).
As more and more privacy breaching events are happening around us, the
social media users are now becoming more and more concerned about the
privacy of their profiles on social media, and they concern about their
personal information could be stolen and used by others without
authorization.
On the other hand, lack of the knowledge of privacy protection over social
media sites would be another reason that affects the users’ perception on
disclosures of personal information (Hoy and Milne, 2010). Their study also
depicts the users’ Facebook profile information is highly correlated social
media' efforts and protection of their privacy. Thus, perception or attitude
towards advertising might be influenced by the privacy protection behavior of
advertisers and social media sites. As a result, based on the literature it can
be hypothesized as:
H1: Privacy and security concern has an influence on user’s perception
toward social media advertising
2.4 Entertainment
People’s feelings of enjoyment linked with advertisements play an important
role in the formation of their perception towards advertisements. Viral
marketing contents need to be concise and be able to capture consumers’
attention. The level of consumer involvement and loyalty on a social network
do really depends on the entertainment services provided by the network.
Many past studies are confirming entertainment as a significant predictor of
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
the value of web-based advertisements. According to Boyd and Ellison
(2006), entertainment affects consumers’ attitude towards mobile advertising.
Also, as Palka et al. (2009), stressed on entertainment as one of the
strongest elements of mobile marketing acceptance among consumers.
Factors such as brand experiences, sense of control, interactivity, and
entertainment are the most influencing factors on consumers’ web attitudes
(Gangadharbatla, 2008). This resulted into actual acceptance of the products
and services by customers that are offered on those sites. Therefore, an
entertaining advertising message could increase the attention to a company’s
products or services, bringing opportunity for the company. This is a trend
that the effectiveness of advertising would continuously deliver entertaining
messages throughout different media including social media. Therefore, it is
assumed that an entertaining advertising message would be perceived more
positively by social media users and would eventually affect their attitudes
towards it. Hence the following hypothesis is proposed:
H2: Entertainment of the message is associated with user’s perception toward
social media advertising.
3. Methodology
A total of 250 questionnaires were distributed and 180 valid feedbacks were
obtained and the data analyzed with the help of SPSS. The respondents of
this study consist of only the youth of Malaysia who are of the age group of 18
to 25 years. A combination of both descriptive and explanatory research types
is used in this study. The descriptive research is used in order to explain the
variables used in this study such as user perceptions towards social media
advertising, entertainment and privacy and security concern, whereas the
explanatory research is used in this study in order to identify the relationship
between the variables used. Adopting quantitative research method is the
most appropriate way to answer each of the research questions and collect
data from the targeted population, i.e., Malaysian youth (18 to 25 years) from
popular shopping malls such as Mid Valley, Jaya Jusco and Pavillion thru
self-administered surveys. Convenience sampling is adopted as it is a
technique in which interviewers are asked to find respondents who happen to
be conveniently accessible (Zikmund and Babin, 2007). The research has
benefited from this by obtaining high response rate.
The first section of the questionnaire in this study is regarding the social
media usage of respondents, the second section is regarding the various
variables used in the study in order to know the respondents perception
toward social media advertising. All the questions in this section are used by
5-point Likert scale. Respondents are asked to rate their responses from 1
“Strongly Disagree” to 5 “Strongly Agree” with the statements about different
perspectives of the characteristics of social media and psychographic factors.
In order to avoid confusion, the statements have the same order of response
categories. (i.e. the option “Strongly Agree” is always on the far left side).
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
Both continuous as well as categorical methods are applied in designing the
questions. To make sure that the respondent assigns cognitive capacity to
each question, the statements are both positive and negative in nature. At
last, these Likert scale items are used to summate a single average score for
each measured factor. The last section collected data about the demographic
information of respondents. This section used category questions, which
allow only one response from a given set of categories including gender, age,
race and education.
For this purpose, the Cronbach Alpha is used which determines the
correlations of questions in a variable. Also, Kaiser-Meyer-Olkin (KMO) and
Bartlett’s test of spericity was used in this study. Originally, multiple
regression analysis was planned for analyzing data, however, only regression
was used as there were insufficient independent variables to support the use
of multiple regression analysis. The independent variables of this research
include entertainment, and privacy and security concern. The dependent
variable is user perception toward social media advertising.
4. Findings and Discussion
Table 4.0 indicates all the respondents profiled in the demographic
characteristics. A total of 180 Malaysian youth participated in this study. With
regards to gender, the sample shows a slight imbalance between male and
female. 53.3% (n=96) is made up of males and the rest 46.7% (n=84) are
made up of females. The high number of reported males could be due to the
sampling process and higher rate of willingness of the males to participate in
the given survey compared to women.
Table 4.0: Summary of Social Media User Demographics (N=180)
Variable
Classification
Frequency
Percentage (%)
Gender
Male
96
53.3
Female
84
46.7
18
46
25.6
19
56
31.1
20
23
12.8
21
25
13.9
22
6
3.3
23
5
2.8
24
11
6.1
25
8
4.4
Malay
72
40
Chinese
65
36.1
Indian
27
15
Others
16
8.9
Diploma
66
36.7
Degree
70
38.9
Masters
14
7.8
Others
30
16.7
Age
Race
Education
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Proceedings of Eurasia Business Research Conference
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All of the respondents are in the age group of 18 to 25 years old. It can be
concluded from the table that majority of the respondents (31.1%) are
primarily young whose age is 19 years. The second biggest age of
respondents comprised of individuals who are the age of 18 years (25.6%).
This means that the youth who are 18 and 19 years of age are the ones who
use social media heavily. This can be due to the higher popularity of social
media among teenagers. In terms of education level, majority of the
respondents are Degree students are bachelor’s degree holders (38.9%) and
the following significant group are Diploma students (36.7%). The race
structure presented in the table illustrated that 72% of the respondents are
Malay, followed by 65% of Chinese and 27% Indians. The rest of the 16%
comes under the Others category which consisted of local ethnics
respondents. The breakdown of the survey sample can be considered as a
representative of Malaysian population composition.
Table 4.1 Social Media User Duration Summary
Variable
Classification
Frequency
Percentage (%)
Social media websites
Facebook
65
36.1
Twitter
11
6.1
YouTube
35
19.4
LinkedIn
18
10
Word Press
6
3.3
Blogspot
8
4.4
Xanga
4
2.2
Slide share
29
16.1
Others
4
2.2
Below 6 months
7
3.9
6 months - 1 year
15
8.3
2 - 3 years
40
22.2
Above 3 years
118
65.6
Less than 1 hour
7
3.9
1 - 3 hours
35
19.4
4 - 6 hours
9
5.0
More than 6 hours
129
71.7
Website member duration
Hours using website
Table 4.1 demonstrates the social media websites in the respondents are a
member. It shows that 36.1% of the total sample use Facebook followed by
19.4% of the sample using YouTube. It means that a higher number of
respondents are engaged in the website Facebook when compared to the
other social media website. It can also be understood that 65.6% of the total
respondents have been a members of these social media websites for more
than 3 years. Also, majority of the respondents (71.7%) spend more than 6
hours on social media websites. This evidencing that the youth use social
media heavily now-a-days.
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Proceedings of Eurasia Business Research Conference
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Table 4.2 Summary of Reliability Test
Construct
No. of Items
Cronbach's Alpha
No. of Items Removed
Perception toward SMA
4
0.885
1
Entertainment
3
0.789
1
Table 4.2 shows the summary of reliability test. The first construct is
Perception toward SMA which is the dependent variable of the study. The
cronbach alpha for this construct was initially 0.435 which is not acceptable.
The cronbach alpha for the first construct, Privacy and security scored a very
low value of 0.073. In conclusion, the constructs used in the study such as
Perception toward SMA, and Entertainment are all reliable except for privacy
and security which scored a low cronbach alpha and therefore cannot be
relied on.
Table 4.3 Summary of KMO and Bartlett’s test
Perception
toward SMA
Entertainment
Privacy
and
Security
KMO Measure of Adequacy
0.745
0.500
0.500
Bartlett's Significance
0.000
0.000
0.000
From Table 4.3, it is understood that the KMO values for each and every
construct have fulfilled the minimum requirement adequacy. The construct
Perception toward SMA, which is the dependent variable of the study initially,
scored a low value of 0.435. Due to this reason, one item with low
communalities and low component matrix was discarded. Thus the KMO
score of Perception toward SMA increased to 0.745 which is > 0.5. The
constructs Entertainment and Privacy and Security had a low score at first,
which are 0.466 and 0.436 respectively. These values cannot be accepted
thus one item with the lowest value from each of the constructs was removed
and the overall KMO score of Entertainment and Privacy and Security went
up to 0.500 which is acceptable. The values of all the constructs mean that all
variables are correlated with one another. On the whole, it can be said that all
the constructs used in this study are meeting the requirements of adequacy.
The relationship between privacy and security concern and perception
toward SMA
Privacy and Security concern scored a low cronbach alpha and the items
under privacy and security concern are not correlated to each other. Also, it is
not significant in the overall regression. Thus, Privacy and Security concern
does not have an association with perception toward SMA. Hence,
Hypothesis 1 is rejected.
The hypothesis H1 examined whether there is any association between
privacy and security concern and user perception towards SMA. From
obtained results, it can be seen that there is no association between privacy
and user perception towards SMA. This finding contradicts with the findings of
Isp and Suhr (2009), in which they found out that there is a positive significant
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Proceedings of Eurasia Business Research Conference
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relationship between consumer perceptions of privacy and their overall
perceptions towards SMA. This difference in study findings can be mainly due
to the fact that these studies were carried out in different countries, one is in
Spain and the other in Turkey and thus, the perceptions of users in one
country might be different from that of the other country. It is also important to
note that not many researchers investigated the relationship between
consumer perceptions of privacy and security concern regarding social media
websites and its influence on the overall consumer perceptions towards
advertisements on social media. To put light on this, it can be suggested that
future researchers who studies consumer perceptions toward SMA need to
concentrate more thoroughly on examining the consumer perceptions of
privacy and security concern as a predictor of consumer perceptions towards
SMA.
The relationship between entertainment and perception toward SMA
Table 4.4 Model Summary of Entertainment and Perception toward SMA
Model
R
1
.605
a
Adjusted R
Std. Error of the
R Square
Square
Estimate
Durbin-Watson
.366
.358
.71001
2.746
a. Predictors: (Constant), Enjoyable to watch, Captures attention
b. Dependent Variable: Perception toward SMA
The Table 4.4 demonstrates that the R value is 0.605 which means 60.5% of
the variation in perception of SMA can be explained by Captures attention
and Enjoyable to watch. The Adjusted R Square is 36.6%. The DurbinWatson is 2.746.
Table 4.5 F test of Entertainment and perception toward SMA
Model
1
Sum of Squares
df
Mean Square
F
Sig.
Regression
51.417
2
25.709
50.998
.000
Residual
89.227
177
.504
Total
140.644
179
a
a. Predictors: (Constant), Enjoyable to watch, Captures attention
b. Dependent Variable: Perception toward SMA
The p value from Table 4.5 shows that it is < 0.001 which means that at least
one of the two variables: Captures attention and Enjoyable to watch. Hence,
Entertainment is a significant predictor.
Entertainment is significant (sig=0.000) in the overall regression. As depicted
in the Table 4.6, the t value is 4.804 and coefficient of Entertainment is 0.556.
Therefore, entertainment has a positive relationship with user perception
toward SMA at 1% significance level. The perception toward SMA will
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
increase by 0.390 for one standard deviation increase in entertainment. Thus,
Hypothesis 2 is supported.
Table 4.6 Coefficients of Entertainment and Perception toward SMA
Unstandardized
Standardized
Coefficients
Coefficients
Model
B
Std. Error
Beta
t
Sig.
Entertainment
0.556
0.116
0.390
4.804
.000
The hypothesis H2 investigated whether there is an association between
entertainment and the perception of users towards SMA. The results indicate
that there is a significant association between entertainment and the overall
perception towards advertising on social media. The perception of consumers
of entertainment value of mobile advertisement is the highest predictors in the
model. This finding is supported with the study conducted by Haghirian,
Madlberger and Tanuskova (2005).
However, in studies carried out by Tsang et al (2004) they found out that
entertainment was the most significant determinant factor in influencing the
respondents’ attitudes. In the previous studies, it was found that
entertainment is the third significant factor after credibility of advertisement
message. These results generally support each other, and only differ in terms
of the strength of relationship to predict consumer’s perception towards social
media advertising. This can be due to the fact that all these studies were
carried out in different countries, and the results that were obtained could
significantly be influenced by different economical and socio-cultural
environments in those countries.
5. Conclusion and Implications
As the landscape of media has gradually changed, new Internet-based social
media keeps increasing usability especially among the young demographics
of social media users. The ultimate implication of this study is alarming
marketers to rethink the ways advertising works on social media and the
effectiveness of traditional media spending. In this study the researcher aims
to identify the level of perception of Malaysian youth toward SMA. It is a
challenge for authors to work in this specific area with limited supporting
literatures. Based on the results, the Malaysian youth hold a positive
perception towards the advertising on social media. The conclusion of this
study is just in line with the findings of many previous studies, which conclude
that the perception towards advertising in general is positive.
The study discusses some of the factors that are likely to affect the perception
of the youth towards social media advertising and thus this study has taken
into consideration two variables namely Entertainment, and Privacy and
Security concern. In this study, it is also found out that currently the Malaysian
youth consider advertising on social media provide abundance of information
regarding the products or services and it also provides them with timely and
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Proceedings of Eurasia Business Research Conference
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up-to-date information. The study also indicates that the Malaysian youth
prefers the advertisement messages to be entertaining and interactive.
Moreover, even though the results shows there is no strong correlation
between privacy concern and negative perception towards social media
advertising, the social media users worry that social media sites will disclose
their personal information to advertisers. From this, it can be understood that
the privacy and security concern of the Malaysian youth towards
advertisements on social media does not influence their perceptions
regarding the same. In this study, the advertising on social media in general is
being examined and not a specific category of advertising or a particular type
of products, then this might be the reason that there is no significant
relationship between privacy and security concern and user perceptions
toward advertisements on social media. This study has shown high levels of
faith by the youth in their social media websites. It is very essential that
marketers do not misuse this trust. So marketers need to make it very clear to
the users that what their personal information will be used for and also, who
will be utilising the information supplied. The youth have the potential to
become a very profitable market if they can be encouraged to response
online.
Marketers need to develop strategies that will build the trust of the users and
persuade them to purchase a particular product. In order to do this, the
marketers needs to present a consistent and very clear brand message on
their website and do not make claims or promises or try to trick them.
Marketers need to safeguard the personal information of the users by
advertising their products in such a website which is highly trusted by a
person and which has reliable privacy settings to secure the personal
information they have provided about them on the social media website.
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