The Role and Importance of Online Advertising in Shaping Malaysian Consumer Behaviour During the COVID-19 Pandemic

Abstract

Online advertisements influence consumer decisions to purchase and use the knowledge and attitudes toward marketing. Internet advertising has become a key determinant in influencing consumer behaviour. This study examines the paradigm shift on Malaysian consumers’ behaviours in relation to online purchases during the Covid-19 pandemic. Very limited research has been conducted on online advertising on consumer behaviour during a pandemic crisis because it can vary and have a complex trend. Prior studies in this area often centered on online advertisements' effect on consumer spending patterns. The aim of this study, based on literature reviews carried out on impact of internet advertising on consumer spending is also to introduce a new conceptual framework to the existing theory of consumer behavioural changes and the impact of COVID-19 pandemic that has become the stimulus to change the consumers’ behaviour. This study employed Theory of Planned Behaviour as an underpinning theory to explain consumer behaviour during this pandemic. The study showed mass and social media inputs were influential in assessing the severity of the crisis and thereby impacting the shopping experience.

Keywords: Online advertising, internet, consumer behaviour, pandemic, Theory of Planned Behavior.

DOI: 10.7176/JMCR/87-05

Publication date:November 30^th 2022