Mobile Marketing Acceptance: The Case of Young Customers in Malaysia

Abstract

A new channel of marketing has been created due to the growth of the mobile phones and its applications. Likewise, the short message service (SMS) or text message is a significant part of mobile technology. Despite of the usage of SMS as a tool for communication among the young customers, marketers are unable to know the exact factors that truly encourage customers to adopt mobile marketing. Thus, this study aims to investigate the factors that can increase the mobile marketing adoption among Malaysian youth. Hence, 97 questionnaires distributed among youths within Klang Valley areas in Malaysia. The result indicated that attitude and behavior of people are significant factors to create the trustable and acceptable mobile marketing program. This research proves that intention to participate can mediate the people attitudes and behaviors with positive result.