Consumer Attitudes towards Mobiles Advertising in Malaysia:

Nordelina Zulkarnain, Jasper Beernaerts, Nur Shaliza Sapiai, Bernard De Baets, Siti Aswani Mohd Ghazali, Matthieu Lenoir, Fadhilah Mohd Ishak, Kristof De Mey, Khadijah Abdul Rahman, Nico Van de Weghe, Jannatul Iza Ahmad Kamal

Abstract

This study is aimed to conceptualized the validity of Ducoffe model and Brackett and Carr model to identify the relationship between factors Irritation (IR), Entertainment, (EN), Informativeness (INFO), Credibility (CR) and Personalization (PE) with Consumers Attitudes (AT) among students from Faculty of Business Management in Mara University of Technology, Kelantan. A survey has been conducted among 150 students from a total population of 2101 students in Faculty of Business Management, Mara University of Technology, Kelantan. The data analysis process was done using Partial Least Square Path Modelling (PLS-SEM). The results of the study revealed INFO, EN and PE were found positive and statistically significant towards Consumers Attitudes (AT). PE was found to be the most significant factor among the four factors.

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Paper Citation


in Harvard Style

Zulkarnain N., Sapiai N., Ghazali S., Ishak F., Rahman K. and Kamal J. (2017). Consumer Attitudes towards Mobiles Advertising in Malaysia:.In Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE, ISBN 978-989-758-308-7, pages 267-273. DOI: 10.5220/0006884502670273


in Harvard Style

Beernaerts J., Baets B., Lenoir M., Mey K. and Weghe N. (2018). Analysing Team Formations in Football with the Static Qualitative Trajectory Calculus.In Proceedings of the 6th International Congress on Sport Sciences Research and Technology Support - Volume 1: icSPORTS, ISBN 978-989-758-325-4, pages 15-22. DOI: 10.5220/0006884500150022


in Bibtex Style

@conference{icsports18,
author={Jasper Beernaerts and Bernard De Baets and Matthieu Lenoir and Kristof De Mey and Nico Van de Weghe},
title={Analysing Team Formations in Football with the Static Qualitative Trajectory Calculus},
booktitle={Proceedings of the 6th International Congress on Sport Sciences Research and Technology Support - Volume 1: icSPORTS,},
year={2018},
pages={15-22},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006884500150022},
isbn={978-989-758-325-4},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 6th International Congress on Sport Sciences Research and Technology Support - Volume 1: icSPORTS,
TI - Analysing Team Formations in Football with the Static Qualitative Trajectory Calculus
SN - 978-989-758-325-4
AU - Beernaerts J.
AU - Baets B.
AU - Lenoir M.
AU - Mey K.
AU - Weghe N.
PY - 2018
SP - 15
EP - 22
DO - 10.5220/0006884500150022


in Bibtex Style

@conference{iceee17,
author={Nordelina Zulkarnain and Nur Shaliza Sapiai and Siti Aswani Mohd Ghazali and Fadhilah Mohd Ishak and Khadijah Abdul Rahman and Jannatul Iza Ahmad Kamal},
title={Consumer Attitudes towards Mobiles Advertising in Malaysia:},
booktitle={Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE,},
year={2017},
pages={267-273},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006884502670273},
isbn={978-989-758-308-7},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE,
TI - Consumer Attitudes towards Mobiles Advertising in Malaysia:
SN - 978-989-758-308-7
AU - Zulkarnain N.
AU - Sapiai N.
AU - Ghazali S.
AU - Ishak F.
AU - Rahman K.
AU - Kamal J.
PY - 2017
SP - 267
EP - 273
DO - 10.5220/0006884502670273