The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising

Mohamad Jowsey, Mohammad Hafeez (2014) The determinants of nostalgia sentiment sensitivity in nostalgic driven advertising. Masters thesis, Multimedia University.

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Official URL: http://library.mmu.edu.my/diglib/onlinedb/dig_lib....

Abstract

The advertising industry today indisputably has colossal amounts of influence towards businesses; where in year 2012 alone the global advertising expenditure reported a massive USD 503 billion spent and is predicted to keep rising in years to come. For whatever objective there is in organizations deploying advertising campaigns, this constituent of the marketing communication mix faces a challenge today in terms of being highly homogenous in nature due to saturation caused by increased amounts of competition. This issue ultimately causes ineffective efforts in businesses delivering their intended advertising messages across to consumers. However, it is found that a differentiated approach by deploying emotional appeals in advertising overcomes this issue. Being one of the constituents of the 11 diverse appeals, nostalgia has been classified to be a highly persuasive and effective advertising tactic used in influencing consumers. Unfortunately, current literature seem to focus only on studies in the impact of nostalgia; ultimately leaving a gap in the areas of factors or determinants of this influential emotional appeal. Thus, this research caters to this gap by attempting to identify potential determinants contributing positively to consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for use in this research. Deploying the usage of survey as the instrument and combining nostalgic advertisements used as the research stimulus; the general Malaysian population was prompted in answering a series of questions which determines their sensitivity level towards nostalgia used in advertisements. Through various statistical analysis such as frequency distribution, normality testing, outliers checking, reliability analysis, descriptive statistics, graph plot analysis, Pearson‟s correlation and multiple regression analysis all conducted with the aid of SPSS, it was revealed that past childhood experience contributed the most in significantly influencing the sensitivity level of consumers towards nostalgia. Event repetition frequency and ageing effect were the other two determinants that were supported in this research. The findings of this research has provided significant outlooks in terms of contributing towards the academic knowledge equity and benefits managerial domains especially in aiding marketing managers in accurately identifying correct target market for segmentation strategies in the areas of nostalgic marketing.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5821 M64 2014
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001-6182 Business > HF5801-6182 Advertising
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 17 Apr 2014 07:29
Last Modified: 01 Jul 2015 02:49
URI: http://shdl.mmu.edu.my/id/eprint/5436

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