000			02634nam a2200241 4500
999			_c51023 _d51023
003			OSt
005			20190130150455.0
008			190130b ||||| |||| 00| 0 eng d
100			_aHashim, Nor Hazlina _933084
245			_aThe Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention
300			_a1187–1206 p.
520			_aThe 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			_aMobile advertising
653			_aentertainment,
653			_ainformativeness
653			_airritation
653			_acredibility
653			_apurchase intention
700			_aNormalini _933085
700			_aSajali, Norhazlina _933086
773	0		_029349 _973150 _aBANIK, ARINDAM _dNEW DELHI SAGE PUBLISHING PVT. LTD. _o5559630 _tGLOBAL BUSINESS REVIEW _x0972-1509
942			_2ddc _cJA-ARTICLE