Consumer attitude towards mobile advertising in the healthcare sector in Kota Kinabalu / Nicolette Bernard

As the development of technology improves throughout the year, advertising
companies are becoming more creative with their advertising strategy in order to
attract more target audience and opens up more opportunity for companies to create
their advertising campaign through the social network site, especially here in
Malaysia. Healthcare provider nowadays have found ways to promote their service
offerings not just through traditional advertising, but digital advertisements as well
especially in the mobile platform.The purpose of this research is to investigate the
factors that affect the consumer attitude on mobile advertising in the healthcare
sector in Kata Kinabalu. The focused elements are entertainment, informativeness
and credibility of message. A total of 200 completed responses were collected in an
online survey. The result of this study will be valuable for marketers who wishes to
explore knowledge and experiences on the relationship between consumer attitude
and mobile advertising, especially in the healthcare sector. The data analysis
techniques that will be used in this research are reliability test, Pearson correlation
test and multiple regression analysis. The results found that all independent variables
have a significant relationship with the dependent variable.