Response to Internet Advertising Among Malaysian Young Consumers

This study examines how young consumers perceive the Internet as an advertising medium. It explores their Internet usage, attitudes toward Internet advertising, beliefs about Internet advertising, Internet advertising effectiveness, online purchasing patterns, and their preference between Internet and traditional advertising. Research findings show that the young consumers are moderate users of the Internet and that they have a positive attitude and overall liking of Internet advertising. They are able to recall about half of the brand names seen on the Internet. However, at least half of them still prefer traditional advertising media and their propensity to buy online is very low. The present study has also examined the differences between male and female consumers in terms of their attitudes toward online advertising.