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Authors: Nordelina Zulkarnain 1 ; Nur Shaliza Sapiai 1 ; Siti Aswani Mohd Ghazali 1 ; Fadhilah Mohd Ishak 1 ; Khadijah Abdul Rahman 1 and Jannatul Iza Ahmad Kamal 2

Affiliations: 1 UiTM, Kelantan, Malaysia ; 2 UniversitiTeknologi MARA Puncak Perdana, Malaysia

Keyword(s): Mobile Advertising, Consumer ‘attitudes.

Abstract: This study is aimed to conceptualized the validity of Ducoffe model and Brackett and Carr model to identify the relationship between factors Irritation (IR), Entertainment, (EN), Informativeness (INFO), Credibility (CR) and Personalization (PE) with Consumers Attitudes (AT) among students from Faculty of Business Management in Mara University of Technology, Kelantan. A survey has been conducted among 150 students from a total population of 2101 students in Faculty of Business Management, Mara University of Technology, Kelantan. The data analysis process was done using Partial Least Square Path Modelling (PLS-SEM). The results of the study revealed INFO, EN and PE were found positive and statistically significant towards Consumers Attitudes (AT). PE was found to be the most significant factor among the four factors.

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Paper citation in several formats:
Zulkarnain, N.; Sapiai, N.; Ghazali, S.; Ishak, F.; Rahman, K. and Kamal, J. (2018). Consumer Attitudes towards Mobiles Advertising in Malaysia:. In Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE; ISBN 978-989-758-308-7, SciTePress, pages 267-273. DOI: 10.5220/0006884502670273

@conference{iceee18,
author={Nordelina Zulkarnain. and Nur Shaliza Sapiai. and Siti Aswani Mohd Ghazali. and Fadhilah Mohd Ishak. and Khadijah Abdul Rahman. and Jannatul Iza Ahmad Kamal.},
title={Consumer Attitudes towards Mobiles Advertising in Malaysia:},
booktitle={Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE},
year={2018},
pages={267-273},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006884502670273},
isbn={978-989-758-308-7},
}

TY - CONF

JO - Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE
TI - Consumer Attitudes towards Mobiles Advertising in Malaysia:
SN - 978-989-758-308-7
AU - Zulkarnain, N.
AU - Sapiai, N.
AU - Ghazali, S.
AU - Ishak, F.
AU - Rahman, K.
AU - Kamal, J.
PY - 2018
SP - 267
EP - 273
DO - 10.5220/0006884502670273
PB - SciTePress

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