rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Factors affecting the use of smartphone advertising
    sub title: a study from young consumers' perspective in Malaysia
  name:
    name part: Ameziane, Alileche Mohamed
    role:
      role term: creator
  name:
    name part: International Islamic University Malaysia
    name part: Department of Business Administration
  genre: Theses, IIUM local
  origin info:
    place:
      place term: my
    place:
      place term: Kuala Lumpur
    publisher: Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia
    date issued: 2016
  language:
    language term: eng
  physical description:
    extent: xiv, 93 leaves : ill. ; 30cm.
  abstract: This study examines factors affecting the use of smartphone advertising among smartphone users in Malaysia. Data were collected 340 structured questionnaires among young smartphone users in Klang Valley. This research proposes a conceptual model based on the Theory of Technology Acceptance Model (TAM) and The Theory of Planned Behaviour (TPB). It investigates the impact of the perceived usefulness, perceived ease of use, and subjective knowledge on attitude towards smartphone advertising and finally the impact of attitude towards smartphone advertising on smartphone advertising use. To test the validity of the constructs and the goodness of the proposed hypothesised model, factor analysis and structural equation modelling (SEM) were used. The findings of this study indicate that the constructs used in this research; perceived usefulness, subjective knowledge and attitude towards smartphone advertising can be applied to measure the smartphone advertising use among young consumers in Malaysia. The empirical findings support three out of four propositions in this study. Perceived usefulness and subjective knowledge exhibited a significant impact on attitude towards smartphone advertising and a significant impact of attitude towards smartphone advertising on smartphone advertising use. The research findings are valuable for marketing managers who are using smartphone advertising as a medium to reach customers in both the short and long term.
  note: by Alileche Mohamed Ameziane
  note: Thesis (MMKTG)--International Islamic University Malaysia, 2016.
  note: Includes bibliographical references (leaves 82-88).
  subject:
    geographic code: a-my---
  classification: HF5415.1264
  identifier: http://studentrepo.iium.edu.my/handle/123456789/3170
  record info:
    record content source: UIAM
    record creation date: 160311
    language of cataloging:
      language term: eng