Sikap Pengguna Milenial Melalui Perspektif Budaya Terhadap Pengiklanan Media Sosial

  • Hamimda Agil Fakulti Komunikasi dan Pengajian Media, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
  • Abdul Latiff Ahmad Pusat Penyelidikan Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia (UKM), Malaysia
  • Arina Anis Azlan Pusat Penyelidikan Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia (UKM), Malaysia
Keywords: pengiklanan media sosial, budaya, sikap pengguna, pengguna milenial

Abstract

Pengiklan pada hari ini banyak bergantung kepada platform pengiklanan dalam talian terutama sekali media sosial untuk mempromosikan jenama pemasar kerana platform ini dilihat lebih berkesan, membuka ruang untuk pengiklan berkreativiti selain dari ianya merupakan satu pelaburan yang menguntungkan kerana kos pembelian media yang jauh lebih murah daripada platform media pengiklanan yang lain. Justeru, adalah amat penting bagi pengiklan untuk memahami sikap pengguna terutama sekali pengguna Milenial terhadap pengiklanan di media sosial memandangkan mereka merupakan generasi yang paling aktif menggunakan media sosial. Sikap pengguna terhadap iklan mempengaruhi tindak balas mereka terhadap pengiklanan, dan tingkah laku tindak balas pengguna seperti mengelak daripada melihat iklan dalam talian adalah berpunca daripada sikap negatif mereka terhadap pengiklanan yang mungkin disebabkan oleh pengaruh budaya yang terbukti dapat mempengaruhi tingkah laku dan penggunaan pengguna. Budaya yang berbeza kebiasaannya mewujudkan perbezaan dari segi kepercayaan, sikap, dan nilai dan nilai yang berbeza mungkin membawa kepada perbezaan keperluan dan tingkah laku penggunaan. Model Dimensi Budaya Hofstede dan Teori Budaya Hall merupakan model dan teori yang paling banyak digunakan untuk mengenal pasti dan menganalisis budaya mengikut tahap konteks dalam sistem komunikasi manusia.

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Published
2021-11-10
How to Cite
Agil, H., Ahmad, A. L. and Azlan, A. A. (2021) “Sikap Pengguna Milenial Melalui Perspektif Budaya Terhadap Pengiklanan Media Sosial”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(11), pp. 66 - 77. doi: https://doi.org/10.47405/mjssh.v6i11.1157.
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Articles