Factors that have influence customer acceptance towards mobile marketing / Ainur Rahmah Mohd Amin and Nurul Natashaina Mohd Mokhtar

• Main Authors: Mohd Amin, Ainur Rahmah, Mohd Mokhtar, Nurul Natashaina
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2014
• Subjects: Social aspects. Social marketing; Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Mobile commerce
• Online Access: http://ir.uitm.edu.my/id/eprint/24645/1/PPb_AINUR%20RAHMAH%20MOHD%20AMIN%20M%20BM%2014_5.pdf; http://ir.uitm.edu.my/id/eprint/24645/

This research is implemented to study about the acceptance towards mobile marketing among Generation Y in Johor Bahru area. The study aimed to identify the major factor that influences the acceptance towards mobile marketing advertisement like entertainment, credibility, informativeness and irritati...