A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas
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...
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| Format: | Student Project |
| Language: | English |
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Faculty of Business and Management, Universiti Teknologi MARA
2015
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| Online Access: | https://ir.uitm.edu.my/id/eprint/25392/ |
| _version_ | 1848806245460344832 |
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| author | Barnabas, Tredia Luara |
| author_facet | Barnabas, Tredia Luara |
| author_sort | Barnabas, Tredia Luara |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T22:23:52Z |
| format | Student Project |
| id | uitm-25392 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:23:52Z |
| publishDate | 2015 |
| publisher | Faculty of Business and Management, Universiti Teknologi MARA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-253922020-07-20T05:01:20Z https://ir.uitm.edu.my/id/eprint/25392/ A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas Barnabas, Tredia Luara Business education Advertising 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. Faculty of Business and Management, Universiti Teknologi MARA 2015-01 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/25392/1/PPb_TREDIA%20LUARA%20BARNABAS%20BM%20Q%2015_5.PDF Barnabas, Tredia Luara (2015) A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas. (2015) [Student Project] (Unpublished) |
| spellingShingle | Business education Advertising Barnabas, Tredia Luara A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas |
| title | A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas |
| title_full | A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas |
| title_fullStr | A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas |
| title_full_unstemmed | A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas |
| title_short | A study on attitude and behavioral intention of generation Y towards mobile advertising / Tredia Luara Barnabas |
| title_sort | study on attitude and behavioral intention of generation y towards mobile advertising / tredia luara barnabas |
| topic | Business education Advertising |
| url | https://ir.uitm.edu.my/id/eprint/25392/ |