Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia
In this era of globalization where information technology has taken place for fulfilling customer demands, small and medium enterprises (SMEs) have to fight in this intense competition in order to be able to gain their own market shares.To achieve targeted market shares, the use of mobile marketing...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2016
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| Online Access: | https://repo.uum.edu.my/id/eprint/20256/1/IRRM%20%206%20S7%202016%20%20112-115..pdf |
| _version_ | 1825804334419410944 |
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| author | Musa, Haslinda Chung, Shirly Hsian Li Abal Abas, Zuraidah Mohamad, Norhidayah |
| author_facet | Musa, Haslinda Chung, Shirly Hsian Li Abal Abas, Zuraidah Mohamad, Norhidayah |
| author_sort | Musa, Haslinda |
| collection | UUM |
| description | In this era of globalization where information technology has taken place for fulfilling customer demands, small and medium enterprises (SMEs) have
to fight in this intense competition in order to be able to gain their own market shares.To achieve targeted market shares, the use of mobile marketing as a medium for advertisement has evolved to an important tools for SMEs. Therefore, the main purpose of this study is to examine the factors that positively contribute to the adoption level of mobile marketing among Malaysian SMEs. From overall, 150 sample of questionnaire has collected from the SMEs all over Malaysia and analysed uses descriptive method.The result found that there is a positive relationship between branding strategy and technical knowledge towards the adoption level of mobile marketing |
| first_indexed | 2024-07-04T06:12:51Z |
| format | Article |
| id | uum-20256 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:12:51Z |
| publishDate | 2016 |
| publisher | EconJournals |
| record_format | eprints |
| spelling | uum-202562016-12-07T08:50:23Z https://repo.uum.edu.my/id/eprint/20256/ Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia Musa, Haslinda Chung, Shirly Hsian Li Abal Abas, Zuraidah Mohamad, Norhidayah HB Economic Theory In this era of globalization where information technology has taken place for fulfilling customer demands, small and medium enterprises (SMEs) have to fight in this intense competition in order to be able to gain their own market shares.To achieve targeted market shares, the use of mobile marketing as a medium for advertisement has evolved to an important tools for SMEs. Therefore, the main purpose of this study is to examine the factors that positively contribute to the adoption level of mobile marketing among Malaysian SMEs. From overall, 150 sample of questionnaire has collected from the SMEs all over Malaysia and analysed uses descriptive method.The result found that there is a positive relationship between branding strategy and technical knowledge towards the adoption level of mobile marketing EconJournals 2016 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/20256/1/IRRM%20%206%20S7%202016%20%20112-115..pdf Musa, Haslinda and Chung, Shirly Hsian Li and Abal Abas, Zuraidah and Mohamad, Norhidayah (2016) Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia. International Review of Management and Marketing, 6 (S7). pp. 112-115. ISSN 2146-4405 https://www.econjournals.com/index.php/irmm/article/view/3211 |
| spellingShingle | HB Economic Theory Musa, Haslinda Chung, Shirly Hsian Li Abal Abas, Zuraidah Mohamad, Norhidayah Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia |
| title | Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia |
| title_full | Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia |
| title_fullStr | Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia |
| title_full_unstemmed | Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia |
| title_short | Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia |
| title_sort | adoption factor of mobile marketing the case of small medium enterprises in malaysia |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/20256/1/IRRM%20%206%20S7%202016%20%20112-115..pdf |
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