Zainordin, Nik Mohamad Shamim Nik Mohd and Basha, Norazlyn Kamal and Ann, Ho Jo and Imm, Ng Siew (2021) Gender and Age Differences in the Sharing Behavior of Online Video Advertisements: The Case of Selangor, Malaysia. Asian Social Science, 17 (12). p. 49. ISSN 1911-2017
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Abstract
Gender and age are considered important demographic factors that influence consumers’ behavioral intention, especially pertaining to video advertisements. However, limited research has examined the impact of gender and age on consumers’ sharing behavior of online video advertisements (OVAs) in Selangor, Malaysia. The aim of this paper is therefore to examine the role of gender and age in the intention to share OVAs in Selangor. Survey data was collected from 180 Millennial respondents in Selangor and analyzed using t-test and ANOVA to detect gender and age differences in the intention to share OVAs. The results indicated that gender and age have significantly distinct impacts on the intention to share OVAs among Millennials in Selangor. Male Millennials were found have a stronger intention to share OVAs compared to females, whereas Millennials in the 19 to 24 age bracket showed a stronger intention to share OVAs than those in the 25 to 30 and 31 to 38 age brackets. The study's practical implications, limitations, and future research directions are discussed.
Item Type: | Article |
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Subjects: | Academics Guard > Social Sciences and Humanities |
Depositing User: | Unnamed user with email support@academicsguard.com |
Date Deposited: | 04 Jul 2023 04:47 |
Last Modified: | 18 May 2024 09:03 |
URI: | http://science.oadigitallibraries.com/id/eprint/1278 |