Beliefs and attitidues towards political advertising during Malaysia's GE-14 political tsunami

Lau, Wee-Ming, Józsa, László, Chan, Yoong-Wai, Ting, Hiram, and Tan, Kim Lim (2020) Beliefs and attitidues towards political advertising during Malaysia's GE-14 political tsunami. International Journal of Business and Society, 21 (1). pp. 283-299.

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The recent General Election in Malaysia has seen the opposition alliance form the government for the first time in its history. The tsunami that changed the country's political landscape has largely been attributed to the participation of young voters and the effect of political advertising transmitted through social media. Drawing upon the theory of reasoned action, the study tests the scale of beliefs about political advertising in relation to attitude towards political advertising among young voters. While the first phase of the study validated the belief components, the second phase tested and confirmed the effect of the belief components on attitude. As a result, three belief components of political advertising were extracted, including core values, actual values, and external values. The findings indicated that young Malaysian voters hold unfavourable beliefs about political advertising. Moreover, the beliefs about advertising’s core and external values have a direct effect on attitude towards political advertising. Given young voters use social media for nearly every aspect of their lives, the findings underscore the importance of understanding the potential effect of negative political advertising and its external elements during election campaigns.

Item ID: 76208
Item Type: Article (Research - C1)
ISSN: 1511-6670
Copyright Information: For open access articles, the author(s) agree that their articles published under UNIMAS Publisher are distributed under the terms of the CC-BY-NC-SA (Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License) which permits unrestricted use, distribution, and reproduction in any medium, for non-commercial purposes, provided the original work of the author(s) is properly cited.
Date Deposited: 23 Nov 2022 23:46
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 100%
SEO Codes: 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100%
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