Effect of Promotional Exposure on Malaysian Generation Z Shopping Tourism Revisit Intention

Abstract

This research investigates whether Promotional Communication Exposure (social media promotions, influencer endorsements, short-form content and save/share prompts) predicts revisit intention among Malaysian Generation Z shopping tourists. Using the Stimulus–Organism–Response (S-O-R) lens, a cross-sectional online survey (N = 200) measured promotional exposure and stated revisit intention and was analysed with reliability checks, bivariate correlation and simple linear regression to test the direct effect. Results show a clear positive association: greater exposure to targeted digital promotions is linked to stronger intentions to return for shopping, suggesting promotional stimuli operate via cognitive (awareness, perceived savings) and affective (interest) pathways. Findings are tempered by methodological limitations—cross-sectional design, self-reported intentions, convenience sampling and modest internal consistency on some scales—so causality and behavioural translation remain to be established; future research should employ experimental or longitudinal designs, test mediation (e.g., perceived monetary value), and link promotions to observed revisit behaviour. Practically, managers should prioritise platform-fit, value-oriented promotions (short-form video, micro-influencers, time-limited deals) with clear save/share CTAs and trackable codes to convert exposure into visits. Socially, affordable and ethical promotional practices can broaden youth participation. The paper’s originality lies in isolating promotional exposure as the single predictor within an S-O-R framing for Malaysian Gen-Z shopping tourism.

Keywords: Malaysian Generation Z; Promotional Exposure; Revisit Intention; Shopping Tourism