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 23, 2024, https://igi.indrastra.com/items/show/1176

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