Consumer attitude towards mobile advertising in the healthcare sector in Kota Kinabalu / Nicolette Bernard

• Main Author: Bernard, Nicolette
• Format: Student Project
• Language: English
• Published: 2019
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Electronic commerce; Mobile commerce; Advertising campaigns
• Online Access: http://ir.uitm.edu.my/id/eprint/43259/1/43259.pdf; http://ir.uitm.edu.my/id/eprint/43259/

As the development of technology improves throughout the year, advertising companies are becoming more creative with their advertising strategy in order to attract more target audience and opens up more opportunity for companies to create their advertising campaign through the social network site, especially here in Malaysia. Healthcare provider nowadays have found ways to promote their service offerings not just through traditional advertising, but digital advertisements as well especially in the mobile platform.The purpose of this research is to investigate the factors that affect the consumer attitude on mobile advertising in the healthcare sector in Kata Kinabalu. The focused elements are entertainment, informativeness and credibility of message. A total of 200 completed responses were collected in an online survey. The result of this study will be valuable for marketers who wishes to explore knowledge and experiences on the relationship between consumer attitude and mobile advertising, especially in the healthcare sector. The data analysis techniques that will be used in this research are reliability test, Pearson correlation test and multiple regression analysis. The results found that all independent variables have a significant relationship with the dependent variable.