THE INFLUENCE OF ADVERTISING VALUE ON ATTITUDE TOWARD POLITICAL ADVERTISING IN SOCIAL MEDIA AMONG UNIVERSITY STUDENTS

Over the past few years, many studies have conducted to examine the effect of advertising value on attitude toward advertising. Advertising value has proven that it has a strong relationship with attitude toward advertising. With the expansion of the media, advertising has been using as part of the political tools. Hence, this research paper will discuss how advertising values influence attitudes toward advertising from a political advertising perspective. Therefore, the purpose of this study is to analyses the influence of advertising value on attitude toward political advertising among Universiti Utara Malaysia (UUM) and Universiti Sains Malaysia (USM) students and their perceptions toward the value of advertising. This study used a quantitative method. An online survey was used in this study and distributed through Google Form among UUM and USM students. Statistical Package for Social Sciences (SPSS) version 25 was used to analyses the collected data. The results found that advertising value variables significantly influence the attitude toward political advertising. Therefore, this study hopes to help future researchers to understand how advertising value in political advertising can give an impact on attitude toward political advertising. Thus, this study can help other researchers as a guideline in exploring other variables for advertising value in political advertising perspective.