A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas

Barnabas, Tredia Luara (2015) A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas. [Student Project] (Unpublished)

Abstract

The recent development of global telecommunication 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. This modem electronic advertising concept is commercially known as mobile advertising. Today's students, members of the Y generation are digitally natives who wish, desire and might benefit from the use of mobile advertising to make purchase however their attitude towards mobile advertising remain unclear, hi conjunction to that, the main objective of this paper is to present on what is the attitude and their intention to purchase the advertised product and services. Thus, this research is based upon previous examples from academic literature and upon using a self-administrated from questionnaire applied on students from University Institute Technology MARA, Samarahan Campus.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Barnabas, Tredia Luara 2012180155
Subjects:	H Social Sciences > HF Commerce > Business education H Social Sciences > HF Commerce > Business societies > Advertising
Divisions:	Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme:	Degree of Bachelor of Bussiness Administration with honours (Marketing)
Keywords:	Attitude, Behavioural Intention, Generation Y, Mobile Advertising, Telecommunication
Date:	January 2015
URI:	https://ir.uitm.edu.my/id/eprint/25392