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This article focused on the influence of YouTube advertising on the attitude towards fruit and vegetable consumption among University students in Malaysia. YouTube has become increasingly attractive to advertisers, not only in conventional commercials but also in terms of promoting health marketing campaigns. In completing this study, researchers looked very deeply into how perceived information credibility or source credibility affects consumers’ attitudes, purchase intentions, and actual purchase behaviors in the perspectives of traditional media platforms. They did this to determine the most effective approach to behavior change when it comes to promotion of a healthy diet.
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From their assessment, researchers created a hypothesis and framework for analysis. Their 4-part hypotheses included that there is a positive relationship between perceived credibility and attitude towards fruits and vegetable consumption, there is a positive relationship between perceived usefulness and attitude towards fruits and vegetable consumption, there is a positive relationship between perceived video of characteristics and attitude towards fruits and vegetable consumption, and there is a positive relationship between the number of views, likes, comments and replies and attitude towards fruits and vegetable consumption. Questionnaires were then prepped to accumulate background information from 8 public universities in Malaysia and the sample size was determined using the G-power software. These questionnaires were distributed to 280 respondents and all responses were collected for data analysis.
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Ages ranged from 18-26 years of age and there are proportions of 55% females to 45% male respondents in this study. The race background reveals that the respondents predominantly are Malay (60.0%) and Chinese (18.6%). The list is followed by India, 9.6%, Indian with 5.8% and Bumiputera Sabah with 37.5%. The other race backgrounds are Bumiputera Sarawak with 4.3%. A bootstrapping procedure was utilized to create the hypothesis, and the R2 for this study is 0.597 which is acceptable. Based on the result in Table 4, the assessment of the path coefficient shows that only two relationships are found to have t-value greater than 1.645 thus significant at 0.05. The predictors are perceived usefulness (14.489) and the number of views, likes, comments and replies (2.811). The independent variable (perceived credibility, perceived usefulness, perceived video characteristics and the number of views, likes, comments and replies) in Table 4, explains 59.7% variances of the dependent variable. Therefore, H2 and H4 in this study are supported.
This study showed that the perceived usefulness had a positive relationship towards attitude to consume fruits and vegetables. However, most of the studies have found perceived usefulness was significantly having a positive relationship in non-profit settings* which is related to purchase intention. This result is relevant if consumers get higher interest to consume or purchase a product/services if the content of information given in the YouTube ad is useful to reduce the purchasing risk. The number of views, likes and comments have a positive effect on perceived credibility, but perceived credibility was found not significant in this study.
As far as future research, more work needs to be done to establish to achieve the user’s interest in watching a video ad. As generalized YouTube users, individuals are tending to get influenced by surroundings with trends or popularity videos that are going viral whether or not the content of the video is useful. Therefore, the key lies in creating a trending ad that can help to raise awareness among consumers towards the importance of fruits and vegetables. Targeting university students in the attempt to create trending videos is important as these individuals have strong influences within their social networks and social media algorithms could be utilized for such benefit. The Ministry of Health, along with other stakeholders, were cited as important for mobilization of such initiatives through planning/budgeting. Further research is needed to conclude the most effective way to do this.
