The Antecedents of Effectiveness Interactive Advertising in the Social Media

Abstract

The aim of this article is to find out the effectiveness of the interactive advertising in the contact of social media and also the attitude of consumer towards the interactive advertising. A descriptive research was conducted to address the research objective. The survey research was undertaken among the tertiary students (majoring in mass communication with multimedia background, batch January to April 2012) who study in one of the private universities in Kuala Lumpur, Malaysia. The adopted sampling method was convenience sampling. There were 149 usable questionnaires which were analysed with the Statistical Package for Social Science Software version 17. The study found out that the advertising effectiveness of traditional and interactive advertising should be measured in a different way, or in another word, part of the traditional measures could be used, but the new measures should be add-on. Since the inherent limitation of the cross sectional method, it is suggested to increase the sampling selection and adoption of other factors for the future research.