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You searched Library Catalogue - Title: Policy for open and distance learning / Hilary Perraton (ed.)
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Call Number (WOU)
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SP CEMBA 2016 14
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Author
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Lee, Wan Leen
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Title
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Factors influencing consumer approach towards mobile marketing / Lee Wan Leen
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Abstract
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The high diffusion rate of mobile devices and the rapid changing of the way people communicate have led an increasing practise of using handheld devices as an advertisements mode for promoting products and services. Mobile marketing has bring forward a lot of advantages to marketers in term of cost saving, personalized communication, fast response and also remove the time and location boundaries. For this study, we aim to discover the underlying factors that influence consumer approaches toward mobile marketing. Due to the reasons that mobile marketing is viewed to be a powerful and influential mode of communication, as well as the current research data are not sufficient to provide an understanding of consumer needs to the marketers. Therefore, this study is essential to be conducted for marketers to capture this opportunities.
Based on the review of existing literatures about consumer approaches toward the mobile marketing, an appropriate research framework is built to explain the underlying causes influencing consumer approach toward mobile marketing in Malaysia and hypotheses are developed for testing. Quantitative research by distributing questionnaires through online-site will be conducted to collect the primary data. The questionnaires will include both descriptive and Likert scale questions. Convenience sampling is used to collect the sample data in both Penang and Kuala Lumpur regions due to the limitation on time and resources.
The outcomes of this study showed that if mobile marketers can apply mobile advertisements pleasantly, with fitting and appropriate information, with correct delivery methods and get the consent from the consumers, there is a reasonable possibility that they will progressively accept the advertisements. Although enjoyment of the message did not play an important factor, but it is advisable those bores advertisements are hardly catch consumers’ attention. For the last part, rational recommendations will be provided as well as some of the limitations will be notice and explained to avoid the errors for future research. It is recommended that marketers and businesses should discover the advantages bring by mobile marketing towards the traditional mode of communication and prevent from the threats. It would be remarkable to know what factors best contribute to positive and negative responses toward mobile marketing and how consumer approaches are changing when the variables changed. It is concluded that thought the findings, marketers or other related parties are able to understand the variables that appear to be most reliable in constructing consumer approach.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2016
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Subject
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Communication -- Marketing
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