Predictive Modelling of Mobile Marketing Usage among Generation Y: A Preliminary Survey
Dublin Core
Title
Predictive Modelling of Mobile Marketing Usage among Generation Y: A Preliminary Survey
Subject
Mobile Marketing
Actual Usage
Behavioural Intention
Description
This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual usage. This study utilizes self-administered survey questionnaires by using 115 students from University Malaysia Kelantan. Overall, the results provides verification of a positive relationship between the constructs of attitude, subjective norm, perceived behavioural control and perceived risk on intention to use mobile marketing services.
Creator
Ismail, Mohammad
Razak, Razli Che
Yaakob, Mohd Rafi
Zakaria, Mohd Nazri
Hanum, Nadia
Luqman, Azyanee
Source
International Journal of Interactive Mobile Technologies (iJIM); Vol. 10 No. 2 (2016); pp. 49-57
1865-7923
Publisher
International Association of Online Engineering (IAOE), Vienna, Austria
Date
2016-04-28
Rights
Copyright (c) 2017 Mohammad Ismail, Razli Che Razak, Mohd Rafi Yaakob, Mohd Nazri Zakaria, Nadia Hanum, Azyanee Luqman
Relation
Format
application/pdf
Language
eng
Type
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Identifier
Citation
Mohammad Ismail et al., Predictive Modelling of Mobile Marketing Usage among Generation Y: A Preliminary Survey, International Association of Online Engineering (IAOE), Vienna, Austria, 2016, accessed November 6, 2024, https://igi.indrastra.com/items/show/1176