Investigating factors influencing the intention to use mobile marketing among young Malaysian customers

• Main Author: Mohammed Abdulellah Yousuf Saeed
• Format: text::Thesis
• Language: English
• Published: 2023
• Subjects: Mobile marketing

Mobile marketing is an attractive area for research. However, mobile users still show negative attitudes toward mobile marketing communications. To investigate this issue, this study has examined the influence of several determinant factors on youth consumers’ attitude and intentions towards mobile...