This Editorial provides a bird's-eye view of ten current marketing trends based on business magazines available online and reviews articles published in top marketing journals. Its intent is to highlight the need for academics and researchers to observe the real world and learn about the pertinent issues in the industry and the community. We found that authors or researchers who published in top journals are acquainted to societal issues and development. While the rigor of research in the theoretical and methodological aspects is unequivocally upheld, the relevance of the study to the populations concerned is evident. As such industrial learning and engagement as well as the convergence of knowledge and resources between academia and industry will likely enhance the academics' idea generation, problem formulation and ultimately the impact validity of their publications.
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,andexternal values. The findings indicated that young Malaysian voters hold unfavourablebeliefs aboutpolitical 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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.