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 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.