Predictive Modelling of Mobile Marketing Usage among Generation Y: A Preliminary Survey

Authors

  • Mohammad Ismail Universiti Malaysia Kelantan (UMK)
  • Razli Che Razak
  • Mohd Rafi Yaakob
  • Mohd Nazri Zakaria
  • Nadia Hanum
  • Azyanee Luqman

DOI:

https://doi.org/10.3991/ijim.v10i2.5545

Keywords:

Mobile Marketing, Actual Usage, Behavioural Intention

Abstract


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.

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Published

2016-04-28

How to Cite

Ismail, M., Razak, R. C., Yaakob, M. R., Zakaria, M. N., Hanum, N., & Luqman, A. (2016). Predictive Modelling of Mobile Marketing Usage among Generation Y: A Preliminary Survey. International Journal of Interactive Mobile Technologies (iJIM), 10(2), pp. 49–57. https://doi.org/10.3991/ijim.v10i2.5545

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Papers