The Relationship Between Attitude on Personalised Advertising and Buying Behaviour Among Millennials in Malaysia

This study investigates the relationship between millennials’ attitudes towards personalised advertising and their buying behaviour in Malaysia. As digital marketing becomes increasingly targeted, understanding this relationship is crucial for businesses aiming to enhance their advertising strategies. A quantitative research design was employed, adopting a probability sampling approach with a convenience sampling technique to ensure accessibility and cost-effectiveness. The study surveyed 100 respondents through a structured questionnaire featuring a 5-point Likert scale to measure attitudes and buying behaviour. The findings reveal a weak but positive relationship between millennials’ attitudes towards personalised advertising and their purchasing behaviour, with a regression coefficient of 0.224, indicating that 22.4% of the variance in buying behaviour is explained by attitudes. This suggests that while personalised advertising influences millennials to some extent, other factors such as product quality, price, and social proof may have a more substantial impact on their purchasing decisions. The results also highlight the importance of relevance, credibility, and non-intrusiveness in personalised advertising to elicit positive attitudes and behavioural responses. Ads perceived as invasive or irrelevant were found to diminish their effectiveness. Cultural and contextual factors, particularly in Malaysia, further influence the relationship, with collective decision-making norms and preferences for authenticity playing a significant role. This study provides valuable insights for marketers seeking to engage the millennial demographic. Future research should explore additional determinants of buying behaviour, conduct longitudinal studies, and compare findings across different cultural contexts to develop more effective advertising strategies.