Title: The influence of social media advertising on consumers' brand behaviour: a case of Malaysian Gen Y and Gen Z

Authors: Brian Kee Mun Wong; Jia Yi Chua

Addresses: Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus, 93350 Kuching, Malaysia ' School of Business, UOW Malaysia KDU University College, 40150 Shah Alam, Malaysia

Abstract: The paper aims to assess the effectiveness of social media advertising on brand awareness, interest, desire, and action (AIDA) among Gen Y and Gen Z consumers in Malaysia. Ego involvement and brand popularity were introduced into the AIDA model to reflect consumers' behaviour in modern advertising. An online questionnaire was deployed, where a total of 435 (229 Gen Y and 206 Gen Z) usable samples were collected and analysed using AMOS-SEM. Social media advertising is effective in creating brand awareness and brand interest. However, the effect on brand desire and brand action was only significant on Gen Zs. Ego involvement positively moderates the relationship between brand awareness and brand interest. However, brand popularity only mediates brand awareness and brand action among Gen Y consumers. The findings suggest the need for marketers to craft different social media advertising and brand popularity strategies at different levels of brand AIDA.

Keywords: social media advertising; branding; AIDA; Gen Y; Gen Z; Malaysia.

DOI: 10.1504/IJIMA.2026.151797

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.2, pp.162 - 199

Received: 04 Dec 2022
Accepted: 29 Sep 2023
Published online: 20 Feb 2026 *

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