Consumer attitude towards mobile phone advertising acceptance in Kota Bharu / Nik Intan Balqish Jailani

• Main Author: Jailani, Nik Intan Balqish
• Format: Thesis
• Language: English
• Published: 2014
• Subjects: Study and teaching. Research; Moral and ethical aspects; Methods. Outdoor advertising. Billboards. Posters
• Online Access: https://ir.uitm.edu.my/id/eprint/107877/1/107877.pdf; https://ir.uitm.edu.my/id/eprint/107877/

The aim of this study is to examine the dimensions that may influence the consumer acceptance towards mobile advertising in Kota Bharu, Kelantan. There are three independent variables that have been studied, which are entertainment, irritability and informativeness. Moreover, the questionnaires had been used in order to get feedback from the respondents. Researcher had distributes for 100 questionnaires to the respondent's mobile phone users around Kota Bharu. The sampling that had been used in this study is convenience sampling. The data that had been collected was tested on its frequency and reliability analysis. The correlation analysis was used to test hypothesis in this study. Based on the result of the finding in chapter 4, we can concluded that the irritability is the most significant variables that related to the customer acceptance. This means that, the negatives attitude is related with the dependent variable. According to the result that the researcher got from Chapter 4, there are a few suggestion that the researcher gives to the company in order for them to improve their mobile advertising which are, they need to know who is their audience, they need to know when is the right timing for them to send any kind of advertising, the last one is, they need to design a better mobile advertising that design in the best medium. This means that, they need to design more advertising in creative ways, in order if their consumer used the smaller screen they cannot read. The company need to create a better advertising that can attract consumer.