Advertising value of social media advertisement on sustainable brand purchase intention: the moderating role of user-generated video among gen Z in Malaysia.

Abstract

The global population post-pandemic has stimulated the sustainability movement worldwide, where consumers have transitioned from offline to online businesses. Increased sustainable users lead to companies actively promoting their products using social media advertisements. Despite the progress in the market, the literature on social media advertisement for sustainable brands in developing countries, including Malaysia, is relatively scarce. Hence, this study seeks to enhance understanding online advertisement value by incorporating the Ducoffe advertising value model. Specifically, the factors determining customers’ advertising value based on credibility, perceived entertainment, and informativeness were examined using user-generated video (UGV) as a moderator. Data were gathered from 250 Generation Z in Malaysia, while the proposed conceptual model was assessed using the Partial Least Squares (PLS) method. The findings revealed a significant direct relationship between informativeness and a significant indirect relationship between UGV in advertisements toward sustainable product purchase intention. Conversely, no significant connection between credibility and perceived entertainment was discovered. The results significantly contribute to sustainability literature and advertisement strategy implications.