Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia

Volume: 6 Number: 7 August 1, 2016
  • Haslinda Musa
  • Shirly Chung Hsian Li
  • Zuraida Abal Abas
  • Norhidayah Mohamad
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International Review of Management and Marketing
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Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia

Abstract

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.

Keywords

Details

Primary Language

English

Subjects

-

Journal Section

-

Authors

Haslinda Musa This is me

Shirly Chung Hsian Li This is me

Zuraida Abal Abas This is me

Norhidayah Mohamad This is me

Publication Date

August 1, 2016

Submission Date

August 1, 2016

Acceptance Date

-

Published in Issue

Year 2016 Volume: 6 Number: 7

IZ

https://izlik.org/JA88HK82GA

Cite

RIS / Bibtex
APA
Musa, H., Li, S. C. H., Abas, Z. A., & Mohamad, N. (2016). Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia. International Review of Management and Marketing, 6(7), 112-115. https://izlik.org/JA88HK82GA
AMA
1.Musa H, Li SCH, Abas ZA, Mohamad N. Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia. IRMM. 2016;6(7):112-115. https://izlik.org/JA88HK82GA
Chicago
Musa, Haslinda, Shirly Chung Hsian Li, Zuraida Abal Abas, and Norhidayah Mohamad. 2016. “Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia”. International Review of Management and Marketing 6 (7): 112-15. https://izlik.org/JA88HK82GA.
EndNote
Musa H, Li SCH, Abas ZA, Mohamad N (August 1, 2016) Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia. International Review of Management and Marketing 6 7 112–115.
IEEE
[1]H. Musa, S. C. H. Li, Z. A. Abas, and N. Mohamad, “Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia”, IRMM, vol. 6, no. 7, pp. 112–115, Aug. 2016, [Online]. Available: https://izlik.org/JA88HK82GA
ISNAD
Musa, Haslinda - Li, Shirly Chung Hsian - Abas, Zuraida Abal - Mohamad, Norhidayah. “Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia”. International Review of Management and Marketing 6/7 (August 1, 2016): 112-115. https://izlik.org/JA88HK82GA.
JAMA
1.Musa H, Li SCH, Abas ZA, Mohamad N. Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia. IRMM. 2016;6:112–115.
MLA
Musa, Haslinda, et al. “Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia”. International Review of Management and Marketing, vol. 6, no. 7, Aug. 2016, pp. 112-5, https://izlik.org/JA88HK82GA.
Vancouver
1.Haslinda Musa, Shirly Chung Hsian Li, Zuraida Abal Abas, Norhidayah Mohamad. Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia. IRMM [Internet]. 2016 Aug. 1;6(7):112-5. Available from: https://izlik.org/JA88HK82GA