Abeer Syed | Taylor University (original) (raw)

Abeer Syed

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Research paper thumbnail of TAYLOR'S UNIVERSITY SCHOOL OF COMMUNICATION TERM PROJECT (60%) Young Consumers' Attitudes towards Mobile Advertising Young Consumers' Attitudes towards Mobile Advertising

The rapid proliferation of mobile phones and other mobile devices have changed the way brands or ... more The rapid proliferation of mobile phones and other mobile devices have changed the way brands or marketers deliver advertising messages to the consumers. While everyone is available through mobile, it has made mobile advertising to be the medium that could not be neglected by the organizations. Messages delivered from mobile ads will be customers and resulting in greater impact to affect consumers purchase intentions. This research aims to investigate young consumer attitudes towards mobile advertising and further attempts to understand the relationship between young consumer's attitude and usage behavior. This study adapts a survey questionnaire approach, 90 young consumers were selected with a non-probability judgemental sampling technique to collect the data within Malaysia. Findings reported that young consumers' attitudes toward mobile advertising are negative. Young consumers also reported that mobile advertising is irritating and not entertaining, informative and credible.

Research paper thumbnail of TAYLOR'S UNIVERSITY SCHOOL OF COMMUNICATION TERM PROJECT (60%) Young Consumers' Attitudes towards Mobile Advertising Young Consumers' Attitudes towards Mobile Advertising

The rapid proliferation of mobile phones and other mobile devices have changed the way brands or ... more The rapid proliferation of mobile phones and other mobile devices have changed the way brands or marketers deliver advertising messages to the consumers. While everyone is available through mobile, it has made mobile advertising to be the medium that could not be neglected by the organizations. Messages delivered from mobile ads will be customers and resulting in greater impact to affect consumers purchase intentions. This research aims to investigate young consumer attitudes towards mobile advertising and further attempts to understand the relationship between young consumer's attitude and usage behavior. This study adapts a survey questionnaire approach, 90 young consumers were selected with a non-probability judgemental sampling technique to collect the data within Malaysia. Findings reported that young consumers' attitudes toward mobile advertising are negative. Young consumers also reported that mobile advertising is irritating and not entertaining, informative and credible.

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