A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas

The recent development of global telecommnnication becomes a new mechanism for businesses to promote their products and services and Malaysia is also seen shift to mobile taking place and thus, this growing trend cannot be ignored. Savvy businesses need to catch up with the consumer or user to stay...

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Main Author:	Barnabas, Tredia Luara
Format:	Thesis
Language:	English
Published:	2015
Subjects:	Marketing Electronic commerce
Online Access:	https://ir.uitm.edu.my/id/eprint/37421/1/37421.pdf
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id	my-uitm-ir.37421
record_format	uketd_dc
spelling	my-uitm-ir.374212020-11-23T12:20:10Z A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas 2015-01 Barnabas, Tredia Luara Marketing Electronic commerce The recent development of global telecommnnication becomes a new mechanism for businesses to promote their products and services and Malaysia is also seen shift to mobile taking place and thus, this growing trend cannot be ignored. Savvy businesses need to catch up with the consumer or user to stay relevant in the fast-paced environment. Th.is modem electronic advertising concept is commercially known as mobile advertising. Today's students, members of the Y generation are digitally natives who wish, desrre and might benefit the use of mobile advertising to make purchase however their attitude towards mobile advertising remain nuclear. In conjunction to that, the main objective of tllis paper is to present on what is the attitude and their intention to purchase the advertised product and services. Thus, tms research is based upon previous examples from academic hterature and upon using a self-administrated from questionnarre applied on students from University Institute Technology MARA, Samarahan Campus. 2015-01 Thesis https://ir.uitm.edu.my/id/eprint/37421/ https://ir.uitm.edu.my/id/eprint/37421/1/37421.pdf text en public masters Universiti Teknologi MARA Cawangan Sarawak Faculty of Business Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Marketing Electronic commerce
spellingShingle	Marketing Electronic commerce Barnabas, Tredia Luara A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas
description	The recent development of global telecommnnication becomes a new mechanism for businesses to promote their products and services and Malaysia is also seen shift to mobile taking place and thus, this growing trend cannot be ignored. Savvy businesses need to catch up with the consumer or user to stay relevant in the fast-paced environment. Th.is modem electronic advertising concept is commercially known as mobile advertising. Today's students, members of the Y generation are digitally natives who wish, desrre and might benefit the use of mobile advertising to make purchase however their attitude towards mobile advertising remain nuclear. In conjunction to that, the main objective of tllis paper is to present on what is the attitude and their intention to purchase the advertised product and services. Thus, tms research is based upon previous examples from academic hterature and upon using a self-administrated from questionnarre applied on students from University Institute Technology MARA, Samarahan Campus.
format	Thesis
qualification_level	Master's degree
author	Barnabas, Tredia Luara
author_facet	Barnabas, Tredia Luara
author_sort	Barnabas, Tredia Luara
title	A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas
title_short	A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas
title_full	A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas
title_fullStr	A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas
title_full_unstemmed	A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas
title_sort	study on attitude and behavioural intention of generation y towards mobile advertising / tredia luara barnabas
granting_institution	Universiti Teknologi MARA Cawangan Sarawak
granting_department	Faculty of Business Management
publishDate	2015
url	https://ir.uitm.edu.my/id/eprint/37421/1/37421.pdf
_version_	1783734426955415552

A study on attitude and behavioural intention of Generation Y towards mobile advertising / Tredia Luara Barnabas

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