Mobile advertising effectiveness : the relationship between SMS advertising factors and IIUM students' attitudes to SMS advertising /
This study aims to examine the relationship between the attitudes of IIUM undergraduate students and SMS advertising factors, namely, entertainment, informativeness, irritation and credibility of SMS advertising. A total of 201 undergraduate students who registered in Semester 2, 2012/2013 were used...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
Kuala Lumpur :
Kulliyyah of Islamic Revealed Knowledge and Human Sciences, International Islamic University Malaysia,
2014
|
| Subjects: | |
| Online Access: | Click here to view 1st 24 pages of the thesis. Members can view fulltext at the specified PCs in the library. |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This study aims to examine the relationship between the attitudes of IIUM undergraduate students and SMS advertising factors, namely, entertainment, informativeness, irritation and credibility of SMS advertising. A total of 201 undergraduate students who registered in Semester 2, 2012/2013 were used as a sample for this study. Out of this number, 197 questionnaires were returned, which is equal to 98.2% of the total targeted students. A survey was conducted using questionnaires to gather data from the respondents and relied on SPSS in order to analyze the obtained data. The study proposed that there is a direct relation between the attitudes of IIUM undergraduate students and their acceptance of SMS advertising factors. The result from this study indicates that there is a positive relationship between perceived SMS advertising factors and the attitudes of undergraduate students in the IIUM. The irritation SMS advertising factor negatively influenced their attitudes. However, credibility has the strongest effect on IIUM students' attitudes towards SMS advertising. The findings of the study demand further investigations that should include other IIUM campuses in order to represent all IIUM students. There should also be a comparison between the IIUM and other universities in order to look at the similarities and differences in terms of the effectiveness of SMS advertising factors. |
|---|---|
| Physical Description: | xiv, 68 leaves : ill. ; 30cm. |
| Bibliography: | Includes bibliographical references (leaves 63-66). |