Citation

Lim, Kah Boon and Yeo, Sook Fern and Chong, Lee Lee (2019) Mobile Advertising: An Insight of Consumers' Attitude. In: Mobile Advertising: An Insight of Consumers' Attitude, 2018. (Unpublished)

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Abstract

Mobile advertising is an important marketing promotional tool for a company since it can offer a great opportunity for a company to communicate and interact directly with their consumers without time or location barriers. Hence, this study is aimed to determine the factors affecting consumers' attitude towards mobile advertising. The five independent variables which are entertainment, credibility, informativeness, irritation and personalization will be tested whether these five variables have a relationship towards the dependent variable which is consumers' attitude towards mobile advertising. A set of the self-administered questionnaire has been distributed to 200 targeted respondents in Malaysia. The result of this research showed that credibility, informativeness and personalization significantly affect consumers' attitude towards mobile advertising. This research will benefit the marketers to explore knowledge and experiences on the connection between consumer attitude and mobile advertising.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Internet marketing, Consumers’ attitude, Mobile advertising, Entertainment, Credibility, Informativeness
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	19 Jan 2021 02:51
Last Modified:	19 Jan 2021 02:51
URII:	http://shdl.mmu.edu.my/id/eprint/7315

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