Factors influencing the behavioral intention to listen to IIUM.FM among non-listeners

• Main Authors: Mohamed, Shafizan, Wok, Saodah
• Format: Article
• Language: English
• Published: AESS Publications 2020
• Subjects: H61.8 Communication of information; H62 Study and teaching. Research; L Education (General); M Music
• Online Access: http://irep.iium.edu.my/80791/1/80791_Factors%20influencing%20the%20behavioral%20intention.pdf; http://irep.iium.edu.my/80791/; http://www.aessweb.com/pdf-files/AJCE-2020-4(1)-26-40.pdf

This study is part of a longitudinal study done on the audience reception of IIUM.FM, a campus radio the first study or phase 1 was done in 2011 and the second phase was done in 2016. This study specifically compares the non-listeners in Phase 1 (2011) and Phase 2 (2016) in terms of demographic char...