Revisiting the effect of mobile advertising content on buying intention / Nor Hazlina Hashim, Normalini Md Kassim and Roshni Ann George

Hashim, Nor Hazlina and Md Kassim, Normalini and George, Roshni Ann (2017) Revisiting the effect of mobile advertising content on buying intention / Nor Hazlina Hashim, Normalini Md Kassim and Roshni Ann George. Gading Journal For The Social Sciences, 20 (1). ISSN 2600 7568

Abstract

The digital era is known for technological breakthroughs in knowledge exchange through portable computing devices that include android and iOS smart phones. These gadgets, which have become a necessity for many, offer numerous advertising opportunities for companies to reach a wide pool of potential customers. Mobile advertising holds the best promise for one-to-one communication and provides avenues for direct and personalised marketing. Previous studies on consumer attitudes towards mobile advertising have generated conflicting results. This paper conceptualizes the effect of mobile advertising content on buying intention in a framework derived from past models and theories of technology acceptance. In light of the high purchase intentions of the younger generation in Malaysia, antecedents previously used in predicting the behavioural response of consumers towards mobile advertising and purchase intention were reexamined and combined with the personalization factor. Additionally, subjective norms and perceived behavioural control are proposed to have considerable impact on the purchase intentions of consumers in Malaysia. It is hoped that the proposed framework will lead to further clarity about the importance of mobile advertising content on behavioural response and therefore benefit the marketing efforts of companies by providing valuable insights on factors that influence the buying intentions of Malaysian consumers.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Hashim, Nor Hazlinanhashim@usm.my
Md Kassim, Normalininormalini@usm.my
George, Roshni Annroshni.ann.george@gmail.com
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Pahang > Jengka Campus
Journal or Publication Title: Gading Journal For The Social Sciences
Journal: UiTM Journal > Gading Journal for the Social Sciences
ISSN: 2600 7568
Volume: 20
Number: 1
Official URL: https://gadingss.learningdistance.org/index.php/ga...
Item ID: 29215
Uncontrolled Keywords: mobile advertising, perceived behavioural control, personalization, purchase intention, subjective norms
URI: http://ir.uitm.edu.my/id/eprint/29215

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