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Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA

Technological advancement has led to new models of marketing strategies which is mobile advertising to better reach consumers. However, despite the prevalence of mobile advertising and the ubiquitous use of mobile devices to develop markets, little has been done to examine the perceived value and a...

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Main Authors: Mohamed Ghazali, Raimi Nur Hakimi, Lim, Xin Jean, Cheah, Jun Hwa, Ting, Hiram, Soebandhi, Santirianingrum, Sudiyanti, Sudiyanti, Kamal Basha, Norazlyn
Format: Article
Language:English
Published: Universiti Putra Malaysia 2019
Online Access:http://psasir.upm.edu.my/id/eprint/81115/1/MOBILE.pdf
http://psasir.upm.edu.my/id/eprint/81115/
http://www.ijem.upm.edu.my/vol13no1.htm
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spelling my.upm.eprints.811152021-04-29T01:02:06Z http://psasir.upm.edu.my/id/eprint/81115/ Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA Mohamed Ghazali, Raimi Nur Hakimi Lim, Xin Jean Cheah, Jun Hwa Ting, Hiram Soebandhi, Santirianingrum Sudiyanti, Sudiyanti Kamal Basha, Norazlyn Technological advancement has led to new models of marketing strategies which is mobile advertising to better reach consumers. However, despite the prevalence of mobile advertising and the ubiquitous use of mobile devices to develop markets, little has been done to examine the perceived value and attitude towards mobile advertising. The purpose of this study was to understand and compare the factors that influence perceived value and attitude towards mobile advertising between two countries in Southeast Asia, namely, Malaysia and Indonesia. A total of 300 questionnaires were evenly distributed among university students in Malaysia (150 samples) and Indonesia (150 samples). PLS-SEM based software (Smart PLS 3.0) was used to perform the path modelling and multi-group analyses. The findings showed that while information and entertainment are what Malaysians look for in mobile advertising, information was significantly more important to Indonesians. Although both agreed on the credibility and irritation part of advertisement, Malaysians seemed to value mobile advertising more than Indonesians. The implications of research are provided. Universiti Putra Malaysia 2019-06 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/81115/1/MOBILE.pdf Mohamed Ghazali, Raimi Nur Hakimi and Lim, Xin Jean and Cheah, Jun Hwa and Ting, Hiram and Soebandhi, Santirianingrum and Sudiyanti, Sudiyanti and Kamal Basha, Norazlyn (2019) Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA. International Journal of Economics and Management, 13 (1). pp. 21-36. ISSN 1823-836X; ESSN: 2600-9390 http://www.ijem.upm.edu.my/vol13no1.htm
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Technological advancement has led to new models of marketing strategies which is mobile advertising to better reach consumers. However, despite the prevalence of mobile advertising and the ubiquitous use of mobile devices to develop markets, little has been done to examine the perceived value and attitude towards mobile advertising. The purpose of this study was to understand and compare the factors that influence perceived value and attitude towards mobile advertising between two countries in Southeast Asia, namely, Malaysia and Indonesia. A total of 300 questionnaires were evenly distributed among university students in Malaysia (150 samples) and Indonesia (150 samples). PLS-SEM based software (Smart PLS 3.0) was used to perform the path modelling and multi-group analyses. The findings showed that while information and entertainment are what Malaysians look for in mobile advertising, information was significantly more important to Indonesians. Although both agreed on the credibility and irritation part of advertisement, Malaysians seemed to value mobile advertising more than Indonesians. The implications of research are provided.
format Article
author Mohamed Ghazali, Raimi Nur Hakimi
Lim, Xin Jean
Cheah, Jun Hwa
Ting, Hiram
Soebandhi, Santirianingrum
Sudiyanti, Sudiyanti
Kamal Basha, Norazlyn
spellingShingle Mohamed Ghazali, Raimi Nur Hakimi
Lim, Xin Jean
Cheah, Jun Hwa
Ting, Hiram
Soebandhi, Santirianingrum
Sudiyanti, Sudiyanti
Kamal Basha, Norazlyn
Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
author_facet Mohamed Ghazali, Raimi Nur Hakimi
Lim, Xin Jean
Cheah, Jun Hwa
Ting, Hiram
Soebandhi, Santirianingrum
Sudiyanti, Sudiyanti
Kamal Basha, Norazlyn
author_sort Mohamed Ghazali, Raimi Nur Hakimi
title Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
title_short Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
title_full Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
title_fullStr Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
title_full_unstemmed Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
title_sort determinants of consumer attitudes toward mobile advertising: a crossborder study between malaysia and indonesia using pls-mga
publisher Universiti Putra Malaysia
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/81115/1/MOBILE.pdf
http://psasir.upm.edu.my/id/eprint/81115/
http://www.ijem.upm.edu.my/vol13no1.htm
_version_ 1698698931004768256
score 13.211869

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