The Antecedents of Effectiveness Interactive Advertising in the Social Media

摘要: The aim of this article is to find out the effectiveness interactive advertising in contact social media and also attitude consumer towards advertising. A descriptive research was conducted address objective. survey undertaken among tertiary students (majoring mass communication with multimedia background, batch January April 2012) who study one private universities Kuala Lumpur, Malaysia. adopted sampling method convenience sampling. There were 149 usable questionnaires which analysed Statistical Package for Social Science Software version 17. found that traditional should be measured a different way, or another word, part measures could used, but new add-on. Since inherent limitation cross sectional method, it suggested increase selection adoption other factors future research.