The Influence of Mobile Advertising on Malaysian Consumers' Purchase Intentions

Woon, Angeline Huixuan (2024) The Influence of Mobile Advertising on Malaysian Consumers' Purchase Intentions. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Mobile advertising has experienced significant growth in Malaysia, driven by the widespread adoption of smartphones as the primary gateway to the internet, surpassing the usage of laptops and tablets. This shift has led to a consistent rise in the number of mobile internet users, with expectations of continued expansion. As technology continues to reshape our world, consumer behaviour is evolving, placing a strong emphasis on digital platforms. Consequently, traditional marketing strategies are experiencing diminishing effectiveness. To thrive and maintain competitiveness in this digital age, marketers must adapt, recognizing that online purchasing decisions now take center stage. Therefore, this study is designed to investigate how product types, pricing strategies, informativeness, and credibility in mobile advertising influence consumer attitudes. Furthermore, the study endeavors to unravel the connection between consumers' attitudes and their purchase intentions. To carry out this research, a purposive sampling method was employed. Data are collected from a carefully selected sample of 110 participants whom met specific criteria of owning and actively using a mobile device and having prior exposure to mobile advertising. These surveys encompassed their exposure to mobile advertising, their attitudes, and perceptions regarding mobile advertising—including their views on the types of products or services advertised, pricing strategies, the informativeness and credibility of mobile advertisements, as well as their intentions towards making purchases based on these advertisements. This study explores Malaysian consumers' perceptions of mobile advertising. It reveals a predominantly positive attitude but diverse views on credibility, pricing, and engagement. Tailored, credible strategies are recommended to navigate this complexity and effectively engage consumers in the dynamic mobile advertising landscape. Keywords: Mobile advertising, Purchases intention, Consumer behaviour, Digital marketing, Attitude