The Impact of Agenda Setting Media among Advertising and Consumers’ Purchase BehaviourCHAPTER 1: RESEARCH OVERVIEWAbstract The research focuses primarily on advertising and consumer buying behaviour among the Agenda setting media. A survey will be created by the researcher to help researcher accumulate the required data. The researcher also used information accumulation to collect data from all significant sources as to discover the research problem. The statistics will be analysed. Number of 500 questionnaires will be print out in a survey form and disseminate to all respondents.
The researchers are mainly focus on students at UTAR Kampar. 500 UTAR Kampar participants were aimed. The researcher will contemplate all information by using mathematical tools. To conclude, the researcher collected all relevant information among the effect of Agenda setting media on advertising and customers’ purchasing behaviour in Malaysia.1.0 Background1.1 IntroductionGood advertising tells the exacting truth as well as stays away from conceivable double dealing through inconspicuous ramifications or oversight. (Freer, 1949). Agenda setting theory initially inspected what subjects pattern in the news and how this affects public opinion (McCombs, 2014).
Agenda setting is the possibility that media sets out what the public thinks about. So the setting of the agenda has a strong media impact that can perceive what’s important to the public. Maxwell McCombs and Donald Shaw initially presented the Agenda setting theory in 1972. McCombs and Shaw examined the 1968, 1972 and 1976 presidential campaigns. They concentrated on two elements in the 1968 research: recognition and data. While completing the research on the Chapel Hill, Maxwell McCombs and Donald Shaw have conveyed the significance of Agenda setting to our consideration. Their emphasis and goal with this research was to identify the issues on the agenda found in the news media and what constructs the media Agenda among the overall population. Therefore, media, entertainment and advertising agendas can subsequently affect people in what to consider, what to focus on and what to do. (Griffith & McCombes 2014). In addition to directing what we think, media coverage also shapes how we think. This influence provides a powerful tool for media to influence how people view it. It can therefore affect consumer buying behaviour. Although this issue was investigated by numerous researchers however less individuals know about it.1.2 Problem statementSocial media has developed enormously over the past few years. These days, advertising is the best way to promote and increase awareness of the brand. Especially Facebook and Youtube in particular have grown more rapidly and captured millions of users in just a few years. In this era, everyone is effected by advertisement. When media is providing a focus and environment for reporting a story, it influences how the public understands or evaluates it. For example, people will only tend to know about the things that the mass media are dealing with and take the order of priority assigned to different issues. The agenda always has an impact on the decision. It empowers the media to figure out what individuals see or hear about news and what portion they have to see or hear. For many purposes, therefore, the setting of the agenda is used to set the media agenda and to retrieve public opinion. In this way, this study’s problem statement is to distinguish how advertising agenda setting has affected individuals in everyday life and has affected their purchase conduct. This proposal had recommended a research of influence of agenda setting of advertising among advertising and purchasers’ purchasing conduct.1.3 Research ObjectivesThere were two purposes for this study. This research is study about the influence of agenda setting media among advertisement and consumers purchase behaviour. Research ObjectiveI. To examine the Agenda setting media do effect consumer purchase behaviour.To define the advertising agenda setting do impact the brand trust and brand loyalty.1.4 Research QuestionRQ1: What are the influence of Agenda setting media among advertising and consumers?RQ2: Will Agenda setting in advertising impact students’ buying behaviour?RQ3: Will Agenda setting media effect impact brand trust and brand loyalty?1.5 Significant of study The researcher focused on UTAR students who are frequently associated with advertising, shopping and online shopping. The importance of this research is to comprehend the effect of advertising and consumer buying behaviour among the setting of media agenda. Besides, we also need to determine how much time they spent shopping and how often they watch advertisement. This can make the research more precise by calculating the time spent shopping. In addition, this research is examining the advantages of using the advertising agenda. Moreover, this can also gain feedback from the audience on how the agenda setting media affects them and how to do it when faced with this kind of issue.1.6 Operation DefinitionAdvertising is “communicating a message to the public so as to accomplish a purpose, and the purpose of the advertisement will depend on whether it serves a business or a public benefit ” (Firestone, 1968, p.1). Advertisements helps to raise the brand awareness and instruct the customer about the accessible choices. Agenda setting is the idea that what the public thinks about is set by the media. Media can shape public opinion and at the same time impact consumer behaviours such as their buying behaviour.CHAPTER 2: Literature Review2.0 Literature Review & Theory2.1 Agenda SettingAdvertising is the most critical instruments for all companies, sword and products in this era. Much more specifically, advertising, mass media advertising, has assumed a major role in general consumer marketing, and enabling organizations to achieve communication and other marketing objective, ( Minh Hou Poh & Adam, 2007). A customer will start their buying procedure with the specific information that conveyed by various organisations which through mass communication, for example TV advertisement or outdoor advertising. Next, they will develop a brand knowledge create a better need for the product concerned. Initially, Agenda setting theory explored which topics pattern in the news and how this influences public opinion (McCombs, 2014). Agenda setting defines an incredible media impact. Agenda setting has the capacity to tell to the public what critical issues have occurred. Agenda setting is creating public awareness and concern about outstanding issues through the media. Cohen was the first to say what became the central hypothesis of the public agenda. It’s doesn’t tell people what to think, but telling them what to think about. (Cohen,1963) The media agenda affects the public agenda.2.2 Media and consumer buying behaviourPersuasion is the key driver in marketing and advertising. People only accept what they want to believe. It’s known as confirmation bias in psychology. Public opinion representations have been found to impact people’s impression of individuals about public opinion, which can be characterized as a person’s “consciousness, evaluation or feeling of applicable others’ conclusions” (Glynn, Ostman, McDonald, 1995). People are searching, interpreting, favouring and recalling data in a way that confirms one’s pre-existing beliefs or assumptions. The closer the convictions are to their identity, the deeper it will be. Media is “epistemological devices”. (McLeod et al., 1995, p. 73) People are daily accessed to advertising. Advertisements is not just commercials for print and television, it’s everywhere, Brierley (2002) and Sinclair (2012). Especially, the used of internet brought advertising to a whole new level. A new advertising channel has been formed by social media and smart phone technology. Pergelova, Prior and Rialp (2010) supported the idea of using online and offline advertising to build the viability of advertising. Many evidence from past research has determined that the advertisement has a widespread impact on perceived public opinion and social reality when using mass media (Christen & Gunther, 2003; Daschmann, 2000; Gunther, 1998; Gunther & Storey, 2003; Mutz, 1989, 1998; Mutz & Soss, 1997).2.3 Impact of Agenda SettingThe public uses mass media to organize their own agendas, then figure out which issues, individuals or other objects are the most critical. These Agenda setting eects have been reported in excess of 300 examinations for a wide range of national and local issues in the years since the seminal Chapel Hill contemplate amid the national election of 1968 (McCombs and Shaw, 1972). The social media, in other phrases, initially set the public agenda.Wang (2000) utilized a test configuration to investigate the Agenda setting eects of an online paper. When subjects were presented with different variants of an online newspaper that examining racism, the issue became significantly more prominent than among not presented to the accounts. In a meta-evaluation of 90 experimental articles, Wanta and Ghanem (2000) found a mean relationship of + 0.53 among the media agenda and the public agenda. Journalists’ daily choices have a significant impact on the world pictures of their audience. Historically established in the theory of social learning and innovation diffusion (Valente, Paredes & Poppe, 1998), this theoretical approach suggests that communication and influence happens through a series of cognitive, affective and behavioural steps (CAB) (Berelson,1996; Lavidge & Steiner, 1961; McGuire, 1986; Severin & Tankard, 2001), even though the sequence of influence was an issue of extensive discussion (Park & Mittal, 1985; Ray, 1973). These days, people are recognizing advertising much better than they were previously. It means they additionally know how not to be focus on advertising. (Reid & Nyilasy, 2009) This type of behaviour called evasion of advertising. At the point, it makes advertising wasteful when one’s advertising evasion goes to the point of shutting down electronic appliances to disregard advertising. (Faber & Duff, 2011) For this reason, multi-channel advertising is needed to maintain effective advertising (Pergelova, Prior & Rialp, 2010).The Conceptual Model Based on the Social Cognitive TheoryFigure1. The framework dependent on the Agenda Setting theoryThe researcher had built up a framework for analysing all the customers will be engage with this research by using different types of ways. The distinctive components were included: all the types of consumers engaged; whether the involvement was conducted by consumers or researchers; the level of consumer involvement (evaluation, cooperation or consumer control); communication sites (e.g. organizations, questionnaires, focus groups); decision – making methods; and framework practices. As significant factors for examining examples of consumer involvement, the researcher termed greater context (institutional, geographical and historical setting) and encompass theories. This point of view of framing is valuable as it offers a way to view issues and problems that go beyond a simple label authorized by a researcher that removes all the controversy from the issue recently. A good advertising will eventually cause the advertisement to be realised by consumers and then cause all of them to try to look further into it and may continue with purchasing intention, thereby giving the brand advantages due to increased sales and brand awareness.CHAPTER 3: METHODOLOGY3.0 Methodology3.1 Research MethodThe researcher will utilize quantitative research methods to carry out this research. The strategy to be utilize is collect survey data. The researcher will convert all the necessary information into series of questions that the respondents can reply. It ensured that all respondents can do the question by similar way. This is because little wording contrasts in wording can liberally influence the appropriate responses individuals give. To begin with, it is vital to make clear and explicit questions that can be answered by each respondent. The researcher will use simple and concrete language on the questionnaire. This is because questions that utilization simple and solid language are more effectively comprehended by respondents.Researcher will give multiple choice question and Five point scale question to the targeted UTAR students. The form of questions contained strongly agree to strongly disagree that with scale from 1 to 5. This is an effective questionnaire because it is reasonable and precise. The questionnaire papers will disseminate to the intended interest group which is UTAR students. Respondents are required to answer all the questionnaire in order to accomplish the data and obtain reliable results.3.2 ProcedureThe question of the survey identified with past research studies as it is relevant to the current study. The purpose of this research to examine the Agenda setting media do effect consumer purchase behaviour. Hence, researcher lead a survey dependent on past examination inquire about utilized it as a questionnaire. The researcher will characterize the population to be generalized from the sample data to be collected. The researcher will give out the survey in front of the main gate of the two campus. Participants are given time around 15 minutes to complete the whole question with fair answers.3.3 Participants500 participants from UTAR Kampar were targeted in this survey. It is important for the research to use an appropriate sample size survey. The age of all targeted respondents will be set in the range of 18-25 years old. Frequently, participation need to complete a survey and reacting to the opinion questionnaires.3.4 Sampling MethodSampling is a technique that enables researchers to conclude the accurate estimates of the attributes of a population, without exploring each person. A sampling frame will be drawn up by researcher. A convenient sampling method will be carried out. Convenience sampling is sampling that utilize the first information source without any extra prerequisites. Data collection can be encouraged in a short time by using convenience sampling method. The researcher will give out the survey in front of the main gate of UTAR campus. The convenience sampling method will be connected by stopping random UTAR students and asking survey questions. 500 participants from UTAR Kampar were targeted.3.5 Data AnalysisData analysis is the most important part of every research. Data analysis is data evaluation process utilizing analytical and logical to evaluate every element of the data collected from survey. It contains deciphering data collected by analytical and logical reasoning to establish behaviours, relationships or patterns. Researcher will analyse the data throughout the IBM Statistical Package for Social Science (IBM SPSS). The researcher will thus use the analysis of ANOVA to examine the data. Finally, the Correlation analysis will be used for all the variables of the research.