【摘 要】
：
Mobile advertising is an important marketing promotional tool for a company since it can offer a great opportunity for a company communicate and interact directly with their consumers without time or
【机 构】
：
Faculty of Business,Multimedia University,Melaka,Malaysia
【出 处】
：
华人学者营销协会,上海财经大学商学院,上海市市场学会
论文部分内容阅读
Mobile advertising is an important marketing promotional tool for a company since it can offer a great opportunity for a company communicate and interact directly with their consumers without time or location barriers.Hence,this study is aimed to determine the factors affecting consumersattitude towards mobile advertising.The five independent variables which are entertainment,credibility,informativeness,irritation and personalization will be tested whether these five variables have a relationship towards the dependent variable which is consumersattitude towards mobile advertising.A set of the self-administered questionnaire has been distributed to 200 targeted respondents in Malaysia.The result of this research showed that credibility,informativeness and personalization significantly affect consumersattitude towards mobile advertising.This research will benefit the marketers explore knowledge and experiences on the connection between consumer attitude and mobile advertising.
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