The substantial growth of beauty products’ demand from both domestic and export markets has made beauty product become one of the important sectors of economy in Malaysia. On top of continuously introducing new beauty product to the marketplace, advertising of new beauty products is another important mechanize to ensure new product success in the competitive business environment. Recently, e-commerce of beauty product is emerging rapidly in the local marketplace. E-commerce serves as the platform for both online advertising (or namely e-commerce advertising) and online purchase. In addition, the success of e-commerce (which commonly measure in term of customers purchase intention) is very much dependent on the elements of e-commerce advertising. As such the aim for this study is to assess does the traditional advertising elements still stay relevant to e-commerce advertising of beauty product. In conjunction with this, the study explores the relationship between e-commerce advertising elements (which are medium credibility, entertaining celebrities association, quality features of product, advertising frequency, brand image and informativeness) and consumers’ online purchase intention of beauty products in Malaysia. The study is quantitative based, data was collected from 260 females between age of 18 to 25 years. Preliminary data analysis was done to assess the normality and reliability of the data, followed by analysis of correlation via Pearson correlation test. Analysis result from Person correlation suggested within the scope of the population under study, three traditional advertising elements still stay relevant to e-commerce advertising of beauty product, which are brand image, quality features of the product and informativeness of advertising.
Aaker, D. A. and Brown P. K. (1972), “Evaluating vehicle source effects”, Journal of Advertising Research, 12 (4), 11-16.
Adler, R. B. and Rodman, G. (2000), “Understanding Human Communication”, 7th ed.,
Ahmed Nabeel Sidiqui, (2014), “TV Ads Impact on Consumer Purchase Intention”, International Conference on Marketing.
Ansari, M. E. and Joloudar, Y. E. (2011). An Investigation of TV Advertisement Effect on Customers”. International Journal of Marketing Studies, 175-181.
Harcourt College Publishers, Ft Worth, TX
Beverly, K. K., Diane, M. S, and Richard, Y. W. (2002), “Information Quality Benchmarks: Product and Service Performance”, Communications of the ACM, Vol. 45, No. 4.
Bian, X. and Moutinho, L. (2011), “The role of brand Chinese Americans”, Journal of Consumer Marketing, image, product involvement and knowledge in 28(3): 169-177.
Chu, Chih-Chung, Chang, C. Lee., Wei-Chun, Lin and Yau-Nang, (2012), “The Effect of Advertisement Frequency on the Advertisement Attitude-The controlled Effects of Brand Image and Spokesperson's Credibility”, Social and Behavioral Science, Vol 57 pp. 352-359.
Choi, S. M. and Rifon, N. J. (2012), “It is a match : The impact of congruence between celebrity image and consumer idea self on endorsement effectiveness”, Psychology and Marketing, Vol. 29 No. 9, pp 639-650.
Dawar, N. and Parker, P. (1994), “Marketing universals: consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality”, Journal of Marketing, Vol. 58 No. 2, pp. 81-95.
Dobni, D., and Zinkhan, G. M. (1990), “In search of brand image: a foundation analysis”, Advances in consumer research, 17(1), 110-119.
Dodds, W. B., Monroe, K. B. and Grewal, D. (1991), “Effects of prices, brand and store information on buyers‘ product evaluations”, Journal of Marketing Research, Vol. 28, pp. 307-319.
Ducoffe, R. (1996), “ Advertising value and advertising on the websites”, Journal of
Advertising Research, 465, 21- 35.
Eze, U. C., Tan, C. B., and Yeo, A. L. Y. (2012), “Purchasing cosmetic products: A preliminary perspective of gen-Y”, Contemporary management research, 8(1), 51-60.
Gerard Prendergast Po-yan Liu Derek T.Y. Poon, (2009),"A Hong Kong study of advertising credibility", Journal of Consumer Marketing, Vol. 26 Iss 5 pp. 320 - 329
Smith, G. R. (2000), “The impact of Corporate Credibility and celebrity on consumer reaction to advertisements and brands”, Journal of Advertising, 29(3), 43 – 54.
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). NJ: Prentice Hall.
Kahle, L. R and Homer, P. M. (1985), “Physical attractiveness of celebrity endorser: a social adaptation perspective”, Journal of Consumer Research, 11 March, pp. 954-961.
Kotler, P. (2000), ‘Marketing Management: Analysis, Planning, Implementation, and Control”, 7th (Ed.), New Jersey: Prentice Hall.
Krugman, Herbert E. (1972), “Why Three Exposures May Be Enough”, Journal of Advertising Research, 12 (6), 11–14.
Moore, J. J., & Rodgers, L. R. (2005). An Examination of Advertising Credibility and Skepticism in Five Different Media Using the Persuasion Knowledge Model, American Academy of Advertising Conference Proceedings, Januari 1, 10.
Nelson, P. (1974), “The Economic Value of Advertising, in Y. Brozen (ed.)”, Advertising and Society, (pp. 43-65).
Nunn, H. and Biressi, A. (2010), “A trust betrayed: celebrity and the work of emotion”, Celebrity Studies, Vol.1 No.1, pp.49-64.
Ohanian, R. (1990), “Construction and validation of a scale to measure celebrityendorsers’ perceived expertise, trustworthiness, and attractiveness”, Journal of Advertising, 19(3), 39–52.
Spears, N. and Singh, S. N. (2004), “Measuring Attitude toward the Brand and Purchase Intentions”, Journal of Current Issues and Research in Advertising, 26(2), 53-60
Tavor. (2011). Online Advertising Development and Their Economic Effectiveness. Australian Journal of Business and Management Research
In-Text Citation: (Kowang et al., 2019)
To Cite this Article: Kowang, T. O., Jacob, R. A., Yew, L. K., Hee, O. C., Fei, G. C., & Long, C. S. (2019). E-commerce Advertising: Does the Traditional Advertising Elements Still Relevant? International Journal of Academic Research in Business and Social Sciences, 9(7), 191–201.
Copyright: © 2019 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
