Impact of Digital Footprint and Predictive Advertising on Buyer’s Attitude and Behavior

  • Nur Atikah A Rahman Pusat Pengajian Komunikasi, Universiti Sains Malaysia, 11800 Gelugor, Malaysia
  • Pei Yun Yeoh Pusat Pengajian Komunikasi, Universiti Sains Malaysia, 11800 Gelugor, Malaysia


Abstract: Predictive advertising is a marketing strategy used by marketers to attract consumers to their products and services. This strategy allows users to receive ads about a product or brand that they are interested in through the digital footprint that they have left behind. This is common in our society. However, the perspective on predictive advertisements is still vague among the public. Therefore, the researcher would like to study more in-depth in terms of understanding the impact of a digital footprint on consumers and the effectiveness of predictive advertising on consumer attitudes and behaviors. This research is based on the analysis of the literature on predictive advertising on social media, differences between predictive advertising and traditional marketing, the impact of predictive advertising on consumers and organizations, privacy breaches, and users’ personal information. The results indicate that limited study has been conducted on the consumers’ perspectives of predictive advertising among young people, especially among youth in Penang, Malaysia.

Keywords: Digital footprint, predictive advertising, privacy, marketing, Malaysia

Abstrak: Iklan ramalan merupakan strategi pemasaran yang digunakan oleh pemasar untuk menarik minat pengguna terhadap produk dan perkhidmatan. Strategi ini membolehkan pengguna menerima iklan mengenai produk atau jenama yang mereka minati melalui jejak kaki digital yang telah ditinggalkan. Ini merupakan sesuatu yang biasa berlaku dalam kalangan masyarakat kita. Namun, perspektif terhadap iklan ramalan masih kabur dalam kalangan masyarakat. Oleh itu, pengkaji ingin mengkaji secara mendalam dari segi mempelopori impak jejak kaki digital terhadap pengguna dan keberkesanan iklan ramalan terhadap sikap dan tingkah laku pembeli. Penyelidikan ini berdasarkan tinjauan literatur mengenai iklan ramalan di media sosial, perbezaan antara iklan ramalan dan pemasaran tradisional, kesan iklan ramalan terhadap pengguna dan organisasi, gangguan privasi dan maklumat peribadi pengguna. Hasil kajian menunjukkan bahawa kajian mengenai perspektif pengguna tentang iklan ramalan dalam kalangan golongan muda masih terhad, terutamanya golongan muda di Pulau Pinang, Malaysia.

Kata kunci: Jejak kaki digital, iklan ramalan, privasi, pemasaran, Malaysia


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How to Cite
A Rahman, N. A., & Yeoh, P. Y. (2022). IMPAK JEJAK KAKI DIGITAL DAN IKLAN RAMALAN TERHADAP SIKAP DAN TINGKAH LAKU PEMBELI . Asian People Journal (APJ), 5(2), 115-124.