Social media usage and perceptions of pop-up advertisements among Universiti Utara Malaysia students: A quantitative analysis

Abstract

The increasing reliance on digital technology has significantly shaped the media consumption behaviors of young adult students, making them a key demographic in digital engagement and online marketing. This study investigates the digital behavior and media consumption patterns of students at Universiti Utara Malaysia (UUM), with a particular focus on their interaction with social media platforms and responses to digital advertisements. Using a quantitative research approach, participants were selected through convenience sampling, and data were collected from 255 students. Descriptive and correlational analyses were conducted later, and the results were visualized using a Power BI dashboard. The findings reveal that students aged 18 to 25 are the most active digital users, primarily engaging with TikTok (76.5%) and Instagram (62%) while spending an average of 2 to 4 hours daily on social media. However, despite their high digital literacy, these students exhibit strong skepticism toward pop-up advertisements, with over 65% expressing dissatisfaction due to perceived intrusiveness and irrelevance. Moreover, it is highlighted that students with higher education levels are more receptive to advertisements, while those who spend excessive time on social media become increasingly critical of digital ads. This study concludes that young adult students are highly engaged in digital media but require targeted, personalized, and credible advertising strategies to enhance ad effectiveness. Future research should explore evolving digital trends and their long-term impact on young adults’ media consumption and purchasing behavior.