Abstract—The main objective of this research is to study the impact of marketing communications on buying silver online, especially perception of young generation in Malaysia. This study found that all marketing communications tools, advertising, online marketing, personal selling, public relations and sales promotion are important and significant impact on buying silver online.
Index Terms—Advertising, online marketing, personal selling, public relations, sales promotion.
Chai-Lee Goi, Hui-Yiing Fu, Wen-Yi Ting, Wei-Yii Goh, and Siaw-Kang Chin are with School of Business, Curtin University, CDT 250, 98009 Miri, Sarawak, Malaysia (e-mail: email@example.com, firstname.lastname@example.org, email@example.com, firstname.lastname@example.org, email@example.com).
Cite:Chai-Lee Goi, Hui-Yiing Fu, Wen-Yi Ting, Wei-Yii Goh, and Siaw-Kang Chin, "The Impact of Marketing Communications on Buying Silver Online: Study on Young Generation’s Perception in Malaysia," International Journal of Trade, Economics and Finance vol. 4, no. 4, pp. 173-176, 2013.