Abstract
Gender and age are considered important demographic factors that influence consumers’ behavioral intention, especially pertaining to video advertisements. However, limited research has examined the impact of gender and age on consumers’ sharing behavior of online video advertisements (OVAs) in Selangor, Malaysia. The aim of this paper is therefore to examine the role of gender and age in the intention to share OVAs in Selangor. Survey data was collected from 180 Millennial respondents in Selangor and analyzed using t-test and ANOVA to detect gender and age differences in the intention to share OVAs. The results indicated that gender and age have significantly distinct impacts on the intention to share OVAs among Millennials in Selangor. Male Millennials were found have a stronger intention to share OVAs compared to females, whereas Millennials in the 19 to 24 age bracket showed a stronger intention to share OVAs than those in the 25 to 30 and 31 to 38 age brackets. The study's practical implications, limitations, and future research directions are discussed.
Highlights
Due to the Covid-19 pandemic, the usage of online mediums in various aspects of everyday life has become the new normal
The current study focused on Millennials, who can be divided into three age groups, i.e., 19 to years old (61.3%), to years old (29.4%), and to 38 years old (9.4%)
The objective of this paper was to examine the roles of gender and age in determining Millennials‟ intention to share Online video advertisements (OVAs) in Selangor
Summary
Due to the Covid-19 pandemic, the usage of online mediums in various aspects of everyday life has become the new normal In line with this change, businesses are shifting their marketing strategies from traditional media advertising to Internet and social media advertising to promote their products and services. In Malaysia, 61.8% of online content is shared, as consumers perceive that such content is beneficial, entertaining, and creates awareness of product or services (Malaysian Communication & Multimedia Commission, MCMC, 2019). MCMC (2021) stated that most Internet users in Malaysia share OVAs weekly (49.1%), while some (19.2%) share them daily. These statistics indicate that the level of online content sharing in Malaysia is relatively high, with at least half of Malaysian Internet users actively engaging in OVA sharing behavior
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
