Mediation Role of Attitude towards Product Placement in Social Media

Adis, Azaze-Azizi Abdul; Ing, Grace Phang; Osman, Zaiton; Razli, Izyanti Awang; Pang, Yi Xuan; Sondoh, Stephen Laison; Majid, Mohd Rizwan Abdul

doi:10.5539/jsd.v8n3p79

Cited by 2 publications

(1 citation statement)

References 39 publications

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“…Investors also make an investment decision based on trust factors (Aziz et al, 2019;Bottazzi et al, 2016;Elliott et al, 2011;Rin et al, 2019). The mediating role of attitude has been investigated in many recent works (Abdul Adis et al, 2015;Akhtar and Soetjipto, 2014;Chu, 2018;Hartwig and Schwabe, 2018;Lim et al, 2017;Sallam and Wahid, 2012). In light of the literature, the following hypotheses are proposed:…”

Section: The Mediating Role Of Attitudementioning

confidence: 99%

The impact of brand familiarity, perceived trust and attitude on investors’ decision-making in Islamic stock market

Husin

Aziz

Bhatti

2022

JIMA

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Purpose This paper aims to investigate the influence of investors’ attitudes on their decision-making. Two subjective perception factors, brand familiarity and perceived trust, were proposed to influence investors’ attitudes and decision-making. This paper also suggests the potential mediating effect of attitude on decisions on Islamic stock investment. Design/methodology/approach Data were collected using a primary data collection method. Questionnaires were used and distributed to a sample size of 250 Malaysian investors in the Klang Valley aged between 25 and 50 years old. Data were analysed using SPSS and Structural Equation Modelling–Partial Least Squares. Findings Seven hypotheses were proposed, and six were supported. The findings show that brand familiarity and perceived trust have a significant relationship with attitude. Brand familiarity and attitude have a significant relationship with investment decision behaviour. The relationship between perceived trust and attitude also reveals significant findings. However, perceived trust was found to have an insignificant relationship with investment decision behaviour. Mediation analysis shows that attitude mediates the relationship between brand familiarity and investment decision behaviour. Attitudes are also found to mediate the relationship between perceived trust and investment decision behaviour. Practical implications It is recommended that publicly listed companies emphasize and devote extra efforts to enhancing investors' familiarity with and favour their brand. In addition, to build an investor’s trust, a company must be consistent in dividend payments. Such action may improve the probability of the company’s stock being chosen for investment. Originality/value Subjective perceptions of investors' decision-making in Islamic stock investment have yet to be thoroughly explored in the literature, especially in the Malaysian context. In this paper, the indirect relationship between brand familiarity and perceived trust in attitude is tested. This paper contributes to consumer behaviour and marketing of Islamic stock investment research area.

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Section: The Mediating Role Of Attitudementioning

confidence: 99%

The impact of brand familiarity, perceived trust and attitude on investors’ decision-making in Islamic stock market

Husin

Aziz

Bhatti

2022

JIMA

View full text Add to dashboard Cite

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Product Placementexecution Factor and Individual Differences Effect on Purchase Intention Through Consumer’s Attitude in Indonesia

Melati

Abdurachman

2021

IJOBEX

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Comic books industry in Indonesia is a growing business, yet the creators and the publishers rarely publish local books due to consumers looking at comic books as a low-priced entertainment while being expensive to make. Product placement in comic books is a way to rise funding forpublishers with low profit margin and a way for brands to advertise their company’s products. This research objective is to identify the significant factors in brand attitude regarding the product placement in comic book and therefore the purchase intention of said brand. The research is done through a survey. The questionnaires distributed among the members of Indonesia Comic community i.e.Komunitas Mangaka using simple random sampling technique. Data analysis method used to process the data was multiplelinear regression. From the proposed seven hypotheses, five are supported. Individual factors turned out to be significant in influencing people’s attitude and therefore the purchase intention. Product placement is also significantly increasing brand interest and opinion according to this study. Personal Attitude towards product placement in general is confirmed to be the most significant factor in influencing the attitude towards the brand placed in comic book while the way it’s executed doesn’t significantly affect one’s attitude and purchase intention. Product placement is therefore recommended for companies to consider product placement as advertising strategy.

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Mediation Role of Attitude towards Product Placement in Social Media

Cited by 2 publications

References 39 publications

The impact of brand familiarity, perceived trust and attitude on investors’ decision-making in Islamic stock market

The impact of brand familiarity, perceived trust and attitude on investors’ decision-making in Islamic stock market

Product Placementexecution Factor and Individual Differences Effect on Purchase Intention Through Consumer’s Attitude in Indonesia

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