Consumers' media exposure, attitude and purchase intention toward Samsung Brand in Myanmar

Abstract

The objectives of the study are to examine consumers’ media exposure, attitude, and purchase intention towards Samsung in Myanmar and to explore the relationship between media exposure and consumer attitude as well as consumer attitude and purchase intention. The study was conducted in a quantitative approach by using online questionnaires as a tool to collect data from 200 respondents who are Myanmar Citizens aged between 18 and 45 years old and who know about the latest Brand Ambassador Samsung Myanmar and the main Brand Ambassador of Samsung Galaxy Z Flip 5 Campaign. The result showed that overall respondents had low level of exposure to Samsung Galaxy Z Flip 5 Campaign contents via the official brand channels and the social media channels of the Brand Ambassador (M = 2.31). For attitude, respondents had positive attitude towards Samsung Galaxy Z Flip 5 (M = 3.53). In terms of purchase intention, respondents have moderate level of purchase intention (M = 3.29). Regarding to the relationship between the variables, the results showed that media exposure has a weak positive relationship with consumer attitude (r =0.139). In addition, consumer attitude has a moderate positive relationship with purchase intention (r =0.217). Based on the result, it has been suggested for the global brands assign a local brand ambassador or local campaign face to establish connection with the consumers as well as strengthen the relationship with them, to switch to influencer marketing as their one of their main marketing strategies and to choose ambassadors or influencers that are in favor of the public to maintain the positive consumers’ attitude and to increase purchase intention during the times of political instability in this paper.