Influencing Factors of Mobile Marketing among Young Malaysian Customers

doi:10.22587/ajbas.2018.12.9.11

Cited by 5 publications

(4 citation statements)

References 42 publications

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“…Taking the results it was found that consumer attitude towards mobile marketing influences their intention to purchase a product or service. This finding is consistent with studies done by other researchers (Bauer et al 2005;Laksamana, 2016;Saeed & Bekhet, 2018;Alameer et al 2022;Ismail et al, 2022).…”

Section: Discussionsupporting

confidence: 93%

“…Similarly, Laksamana (2016) found a positive correlation between attitude and purchase intention in the banking sector. In a study of young Malaysian consumers, Saeed and Bekhet (2018) also confirmed a relationship between attitude towards mobile marketing and intention to use mobile marketing services. Ismail et al (2022) research corroborated that a positive attitude toward mobile marketing has an impact on the intention to use mobile marketing services.…”

Section: Technology Acceptancementioning

confidence: 69%

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Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

Teixeira,

Nunes

2024

DUTCH J FINANCE MANA

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Mobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.

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Section: Discussionsupporting

confidence: 93%

Section: Technology Acceptancementioning

confidence: 69%

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

Teixeira,

Nunes

2024

DUTCH J FINANCE MANA

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“…The adoption of mobile marketing by SMEs is determined by multiple factors such as cost, alignment with the business model, efficacy, and target customers (Saeed & Bekhet, 2018). For example, young customers appear to be willing to engage with mobile marketing messages when there is a positive perception of ease of use, usefulness, entertainment value and personal attachment (Saeed & Bekhet, 2018).…”

Section: Mobile Marketing and Customer Retentionmentioning

confidence: 99%

“…Based on the participants' responses, it is evident that awareness of mobile marketing is one of the prerequisites influencing mobile marketing adoption. This means customers will be willing to engage with mobile marketing when they perceive its easy use, entertainment, and personal value (Saeed & Bekhet, 2018). Because SMEs can organise their knowledge into a coherent whole, this allows them to learn new concepts by connecting them to what they already know.…”

Section: Knowledge Of the Conceptmentioning

confidence: 99%

Untitled

2023

Rere Āwhio

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Rere Āwhio is concerned with research and current topical issues relating to fields in higher vocational and professional tertiary education which are relevant to our programmes at OPAIC, whether focused on New Zealand or an international context. Of particular interest are submissions concerning applied management, information technology, construction, foundational English and related fields. Submissions regarding transdisciplinary issues are also very welcome, such as bicultural responsiveness in education, sustainability, pedagogical models, classroom practice, and online learning. Rere Āwhio may consider submissions outside of those fields provided they are clearly linked to at least one of OPAIC's programmes of study. The journal aims to build a community of practice amongst researchers and students from an array of New Zealand institutions and with wider global networks.

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Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing

Štefko

Bačík

Fedorko

et al. 2022

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Research background: Today, it is an m-commerce platform that provides brands with the opportunity to foster their sustainable image and communicate with environmentally and socially conscious consumers. Proper communication that respects the customer's interests, conducted through mobile marketing tools, can be a key to creating a competitive advantage. Therefore, it is essential, at the level of scientific research, to broaden the knowledge base in the field of consumer behavior. Purpose of the article: The research was aimed at assessing ten purchasing behavior constructs in terms of gender and generation characteristics, as well as inferring impact on and assessing the difference between generations (Generation X and Y) and gender in terms of purchasing behavior. Methods: The sample consisted of 765 Slovak respondents. The Wilcoxon Test was used for differences testing. Partial Least Squares ? Path Modeling (PLS-PM) was used to determine the general impact and the permutations-based method was used to assess the difference in impact between gender and generation characteristics. Findings & value added: The difference in purchasing behavior patterns between the categories of gender and generation was significant in most cases, with the most significant difference being seen in the Visual Appeal of an e-shop. The most striking general influences were recorded between Hedonic Browsing and Urge to Buy, also the impact of Portability on Hedonic Browsing and Utilitarian Browsing. These findings indicate the potential of retailers to communicate effectively with their customers not only about products, but also about sustainable practices and values while engaging consumers in purchasing processes. Proper optimization of marketing processes, in terms of impulsive and thought-through purchases too, positively influences the user experience and the satisfaction with the purchase process. These facts may positively influence the sale and, in a broader perspective, increase the competitiveness and overall value of the e-commerce entity. It is also worth emphasizing the long-term value for the customer, as the application of the model leads to better satisfaction of customer needs, thus to a stable growth not only of the organizations, but ultimately of the economy as a whole.

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Influencing Factors of Mobile Marketing among Young Malaysian Customers

Cited by 5 publications

References 42 publications

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

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Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing

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