In the context of one of the marketing mix elements (promotion), social media advertising is vital for enhancing consumer awareness and perception of a company's products and services. In employing the Theory of Advertising Value framework, this research aims to establish a model to comprehend the effectiveness of paid versus organic social media advertising based on the perception and brand attitude of Generation Z. The location study will be conducted in Melaka because there are more urban areas such as that have higher social media usage due to greater access to internet connectivity, digital devices, and younger demographic that tends to be more engaged with social media platforms. Overall, 175 social media users among Gen Z in Melaka state were chosen using convenience sampling. Generation Z was chosen because they grow in a technological world and are interconnected with social media platforms. This quantified research accumulated survey questionnaire data to evaluate the hypotheses and the relationship between independent and dependent variables. This study revealed that all four advertising values enormously affect Generation Z's perception and brand attitudes: informativeness, entertainment, irritation, and credibility. The researcher leveraged SPSS version 29.0 to perform an explanatory analysis, Pearson correlation analysis, multiple regression analysis, and validity and reliability analysis on the information collected intended for the present research. In practical contribution, the expected outcome contributes to the expanded collection of information regarding the factors that inspire food and beverage (F&B) companies to choose suitable mediums for product promotion, whether paid or organic social media advertising and thus alter their strategy for social media advertising.
Asia's Most Unique and Exciting Snack Company (1971). Mamee. https://mamee.com/about-us/
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(42), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Arora, T., & Agarwal, B. (2019). Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach. Vision: Journal of Business Perspective, 23(1), 56–69.
https://doi.org/10.1177/0972262918821248
Bandil, D., Agrawal, V., and Mohanty, R. P. (2023), "Assessing the kid's behaviour with factors of social media advertising: DEMATEL application", Journal of Advances in Management Research, Vol. 20 No. 3, pp. 353-384. https://doi.org/10.1108/JAMR-07-2022-0130
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: an integrated marketing communications perspective (11th ed.). Mcgraw-Hill Education.
Bevan-Dye, A. L. (2020), "Antecedents of Generation Y consumers’ usage frequency of online consumer reviews", Spanish Journal of Marketing - ESIC, Vol. 24 No. 2, pp. 193-212. https://doi.org/10.1108/SJME-12-2019-0102
Born and Tesfaye. (2018). Chapter Five Research Design and Methodology 5.1. Introduction Citation: Lelissa TB.
Saxena, C. (2021). Effectiveness Of Advertisement: Traditional Vs. New Media. Journal of Contemporary Issues in Business and Government Vol. 27, No. 1. https://www.cibgp.com/article_8504_8f8747d6549dad26be88e388aaf1e358
De Keyzer, F., Dens, N., & De Pelsmacker, P. (2022). Let's get personal: Which elements elicit perceived personalization in social media advertising? Electronic Commerce Research and Applications, Vol. 55, 101183. https://doi.org/10.1016/j.elerap.2022.101183
Efendio?lu, I. H., & Durmaz, Y. (2022). The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness, and Brand Associations: Research on Generation Y Instagram Users. Transnational Marketing Journal, 10(2), 251–275. https://doi.org/10.33182/tmj.v10i2.1606
Emma Lo Russo. (2021). How to use paid social media and search to boost your sales? https://digivizer.com/wp-content/uploads/2021/10/Paid-Social-and-Search-Marketing-Strategy-Guide.pdf
Hao, C., & Yang, L. (2022). Platform Advertising and Targeted Promotion: Paid or Free? Electronic Commerce Research and Applications, 101178. https://doi.org/10.1016/j.elerap.2022.101178
Kang, H. (2021). Sample size determination and power analysis using the G*Power software. Journal of Educational Evaluation for Health Professions, 18(17), 17. https://doi.org/10.3352/jeehp.2021.18.17
Lok Raj Sharma. (2023). "Choosing Appropriate Probability Sampling Designs in Research." PriMera Scientific Medicine and Public Health Vol.2. Issue. 2. https://primerascientific.com/journals/psmph/PSMPH-02-036
Moh, J. (2023). Mixed reviews on the F&B industry's outlook- The Malaysian Reserve. https://themalaysianreserve.com/2023/01/05/mixed-reviews-on-the-fb-industrys-outlook.
Morgan, B. (2024). Stats All Marketers Must Know About Gen-Z. Forbes. https://www.forbes.com/sites/blakemorgan/2020/02/28/50-stats-all-marketers-must-know-about-gen-z/?sh=25185d9176d0
Oflaz, M. (2022). Marketing in the Food and Beverage Industry. Book: Interpretive Research Humanities and Social Sciences (pp.277-291). Marketing in Food and Beverage Industry (researchgate.net).
Sanesh, P. V., Ahuja, V., & Abidi, N. (2022). Measuring attitude towards advertisements: A comprehensive model in the new. International Journal of Health Sciences, 6(S4), 2211–2226. https://doi.org/10.53730/ijhs.v6nS4.6714
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson.
Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research Vol. 152, pages (387-397). https://doi.org/10.1016/j.jbusres.2022.07.047
Suarsa, S., Hurriyati, R., Gaffar, V., Hestisugesti, M., & Munawar. (2020). The Role of Advertising Value In Influencing Consumer Attitudes Towards Instagram Advertising In Indonesia https://dlsuber.com/wp-content/uploads/2020/12/4.pdf.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal (AMJ), 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
