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questionnaires answered, 100%respondents admit
they are having a phones. This is due and relate with
the survey by Malaysian Communication and
Multimedia Communication that conducted a survey
in 2014 hand phone user surveys. From the survey,
in terms of hand phone ownership in 2014, 66.8% of
users carry only one hand phone. 28.9%of users
carry two, 3.4% users use three hand phones while
0.8% require four or more. This survey only
considers hand phones that were actively in usage at
the time of the survey were counted.
Apart from that, the validity of Ducoffe model
and Brackett and Carr model are proven to in this
study as the previous studies are conducted in the
past. This study will provide a valuable contribution
to both models and a better understanding on the
factors affecting consumer attitude towards
madvertising in Malaysia.
Besides, this research further extended both
models by adding one more variable which is
personalization in determining consumer attitude
towards Madvertising. This study proved that
personalization via madvertising are another factor
to affect consumer attitude. This study provides a
foundation for future researcher in creating a new
model in the field of marketing and advertising area.
In the final conclusion, it can be concluded that
the aim of this study was achieved, the research
objectives, research questions were answered
alongside with the tested research hypotheses. The
data analyses also were calculated in detail,
alongside with related literature reviews. Hopefully,
the outcome of the research provides a new
knowledge both in the targeted population and the
nation. Hopefully, this study will be the direction
and guideline for future studies to develop more
information and knowledge regarding the
consumer’s attitudes among mobiles advertising
university and college student in Malaysia in a large-
scale.
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Consumer Attitudes towards Mobiles Advertising in Malaysia: A Case Study at University Teknologi Mara (UiTM), Kelantan, Malaysia
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