The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention (Record no. 51023)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02634nam a2200241 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190130150455.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190130b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Hashim, Nor Hazlina |
| 9 (RLIN) | 33084 |
| 245 ## - TITLE STATEMENT | |
| Title | The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1187–1206 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The purpose of this research is to study consumer attitude towards mobile advertising in Malaysia, and whether this attitude results in the intention to purchase the products or services advertised. This article reports on the results, based on factors such as entertainment, informativeness, irritation and credibility, which the research framework derives from Ducoffe (1996, Advertising value and advertising on the Web, Journal of Advertising Research, 36(5), 21–35) and Mackenzie (1989, An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, Journal of Marketing, 53(4), 48–65). Attitudes towards behaviours, and subjective norms, based on the research by Ajzen (1991, The theory of planned behaviour, Organizational Behaviour & Human Decision Processes, 50(2), 179–211), are included in understanding consumer intention. A survey is conducted on 150 respondents, and the partial least squares analysis is used to determine the antecedents of mobile advertising that lead to consumer acceptance of mobile advertising, and the resulting intention to purchase. Results show that the advertising message content has the largest impact on attitude in advertising that is done via mobile phone. Attitudes towards mobile advertising are linked to the intention to purchase the product or services advertised. The main implication of the study shows that marketing managers should focus their marketing communication on mobile advertising, and increasing the attractiveness of this form of advertising, so as to reflect consumers’ intention to purchase. This study opens a new channel of communication for multiple unexamined matters concerning the mobile advertising industry. Based on the results, a number of recommendations are proposed and suggestions for future studies are made. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Mobile advertising |
| Uncontrolled term | entertainment, |
| Uncontrolled term | informativeness |
| Uncontrolled term | irritation |
| Uncontrolled term | credibility |
| Uncontrolled term | purchase intention |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Normalini |
| 9 (RLIN) | 33085 |
| Personal name | Sajali, Norhazlina |
| 9 (RLIN) | 33086 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29349 |
| Host Itemnumber | 73150 |
| Main entry heading | BANIK, ARINDAM |
| Place, publisher, and date of publication | NEW DELHI SAGE PUBLISHING PVT. LTD. |
| Other item identifier | 5559630 |
| Title | GLOBAL BUSINESS REVIEW |
| International Standard Serial Number | 0972-1509 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 30/01/2019 | Vol 19, No 5/ 5559630JA4 | 5559630JA4 | 30/01/2019 | 30/01/2019 |