Title: I like, I don't like, I don't know: consumers' attitude towards marketing content in social media from Gen Y glasses

Authors: Nor Azimah Kamaruddin; Lennora Putit; Amily Fikry

Addresses: School of International Studies, Universiti Utara Malaysia, Malaysia ' Department of Entrepreneurship and Marketing Studies, Faculty of Business and Management, Universiti Teknologi MARA, Malaysia ' Department of Entrepreneurship and Marketing Studies, Faculty of Business and Management, Universiti Teknologi MARA, Malaysia

Abstract: This study aims to explore Gen Y social media (SM) users' attitude towards advertising contents. A qualitative approach is applied using focus group discussions (FGDs), and data analyses are carried out via a constant comparative method. Findings revealed three dominant themes such as positive, negative, and vague attitudes respectively. These attitudes were influenced by appeals used in the advertising contents, and consumers would share them based on whether they liked, disliked, or feeling vague towards the said content. Significant academic and practical contributions within SM marketing were observed. Firstly, attitude is often seen in two categories, namely, likes and dislikes, whilst at the same time, a new category emerges, to which consumers are also experiencing vague feelings towards the marketing content on SM. Secondly, companies can further develop more effective marketing strategies because of their ability to better understand the potential target market acceptance towards advertising contents created.

Keywords: attitude toward the marketing content; viral marketing; viral behaviour; social media marketing; focus group discussion; FGD.

DOI: 10.1504/IJEMR.2024.138300

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.3, pp.308 - 329

Received: 09 Mar 2022
Accepted: 02 Jun 2022
Published online: 01 May 2024 *

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