The main objective of this paper is to study the consumer response towards mobile advertising. The other major objectives are to explore the benefit of mobile advertising usage in order to find out the uniqueness of mobile advertising and to identify the interrelations of mobile advertising and consumer.
1.5 CONTEXT FOR THE RESEARCH
This study was limited to the perceptions of university citizens of mobile advertising. Participants for this research were selected among university citizens that consists students, staffs and others. A total of 200 students were participated in the study.
1.6 DEFINITIONS
According to Techopedia (n.d), mobile advertising is defined as communication of products or services to mobile device and smartphone consumers. The mobile advertising spectrum ranges from short message service (SMS) text to interactive advertisement.
1.7 LOCATION OF STUDY
This study was carried out in University Malaysia Sabah, Labuan International Campus (UMSKAL). We will be distributing our questionnaires to all the citizens of UMSKAL including students, staffs and others.
1.8 BRIEF OVERVIEW OF THE METHODOLOGY
Different methods are used to define generally about response towards mobile advertising. Advantages of mobile advertising used as variables as a response to the survey question on their attitudes in this study. The questionnaire also has question on the attitudes with different aspects of the study. Definition of overall consumer attitudes is resulting from sum of the responses on the different aspect of the mobile advertising. As a final point, we can analyze that type of consumer behavior with different aspects of the mobile advertising contributes to the consumer behavior.
1.9 EXPECTED CONTRIBUTION TO KNOWLEDGE
It is hoped that the citizens of university would make the most of the outcome of this research and the results can play a small role in making people to apply it in their daily life and at least know the benefits of mobile advertising. The primary group that may gain from this research is the citizens of UMSKAL who use mobile phone in their daily life. This may help them in an academic
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