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Predictive modelling of mobile marketing usage among generation Y: a preliminary survey

This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual u...

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Main Authors: Mohammad Ismail, Razli Che Razak, Mohd Rafi Yaacob, Mohd Nazri Zakaria, Nadia Hanum, Azyanee Luqman
Format: Non-Indexed Article
Published: 2016
Online Access:http://discol.umk.edu.my/id/eprint/8362/
http://online-journals.org/index.php/i-jim/article/view/5545
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spelling my.umk.eprints.83622022-05-23T10:27:04Z http://discol.umk.edu.my/id/eprint/8362/ Predictive modelling of mobile marketing usage among generation Y: a preliminary survey Mohammad Ismail Razli Che Razak Mohd Rafi Yaacob Mohd Nazri Zakaria Nadia Hanum Azyanee Luqman This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual usage. This study utilizes self-administered survey questionnaires by using 115 students from University Malaysia Kelantan. Overall, the results provides verification of a positive relationship between the constructs of attitude, subjective norm, perceived behavioural control and perceived risk on intention to use mobile marketing services. 2016 Non-Indexed Article NonPeerReviewed Mohammad Ismail and Razli Che Razak and Mohd Rafi Yaacob and Mohd Nazri Zakaria and Nadia Hanum and Azyanee Luqman (2016) Predictive modelling of mobile marketing usage among generation Y: a preliminary survey. International Journal of Interactive Mobile Technologies, 10 (2). pp. 49-57. ISSN 1865-7923 http://online-journals.org/index.php/i-jim/article/view/5545
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual usage. This study utilizes self-administered survey questionnaires by using 115 students from University Malaysia Kelantan. Overall, the results provides verification of a positive relationship between the constructs of attitude, subjective norm, perceived behavioural control and perceived risk on intention to use mobile marketing services.
format Non-Indexed Article
author Mohammad Ismail
Razli Che Razak
Mohd Rafi Yaacob
Mohd Nazri Zakaria
Nadia Hanum
Azyanee Luqman
spellingShingle Mohammad Ismail
Razli Che Razak
Mohd Rafi Yaacob
Mohd Nazri Zakaria
Nadia Hanum
Azyanee Luqman
Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
author_facet Mohammad Ismail
Razli Che Razak
Mohd Rafi Yaacob
Mohd Nazri Zakaria
Nadia Hanum
Azyanee Luqman
author_sort Mohammad Ismail
title Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
title_short Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
title_full Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
title_fullStr Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
title_full_unstemmed Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
title_sort predictive modelling of mobile marketing usage among generation y: a preliminary survey
publishDate 2016
url http://discol.umk.edu.my/id/eprint/8362/
http://online-journals.org/index.php/i-jim/article/view/5545
_version_ 1763303973355257856
score 13.160551

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