Taylor's FSLM Journals
The impact of social media advertising features on the purchase intention of the Malay millennial consumer

@ SEARCH Journal of Media and Communication Research

Online ISSN: 2672-7080

*Hamimda Agil, Abdul Latiff Ahmad and Arina Anis Azlan


Social media is frequently utilised as a platform for marketing and advertising. As such, businesses invest a lot of time, money, and resources in social media advertising. However, there is always a challenge in designing social media advertising that successfully attracts people and motivates them to purchase their brands. This study was undertaken with the objective of gaining a deeper understanding of the impact of social media advertising elements on the purchase intention of millennial Malay consumers. Focus group discussions were conducted with 36 informants from generations Y and Z who were chosen using purposive sampling. The findings indicate that interaction, informativeness, creativity, and attractiveness, as well as habitual behaviour, influence consumer purchase intent. Even if they have a different understanding of social media and the digital world, these two generations have essentially identical perspectives.

Keywords: Social media advertising features, Malay millennial consumer, purchase intention