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Year 2016, Volume: 6 Issue: 7, 112 - 115, 01.08.2016

Haslinda Musa Shirly Chung Hsian Li Zuraida Abal Abas Norhidayah Mohamad

Abstract

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

Year 2016, Volume: 6 Issue: 7, 112 - 115, 01.08.2016

Haslinda Musa Shirly Chung Hsian Li Zuraida Abal Abas Norhidayah Mohamad

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

Mobile Marketing Small and Medium Enterprises Malaysia Adoption Level

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Details

Other ID JA46EG73PK
Journal Section Research Article
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
Published in Issue Year 2016 Volume: 6 Issue: 7

Cite

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.
AMA Musa H, Li SCH, Abas ZA, Mohamad N. Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia. IRMM. August 2016;6(7):112-115.
Chicago Musa, Haslinda, Shirly Chung Hsian Li, Zuraida Abal Abas, and Norhidayah Mohamad. “Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia”. International Review of Management and Marketing 6, no. 7 (August 2016): 112-15.
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 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, 2016.
ISNAD Musa, Haslinda et al. “Adoption Factor of Mobile Marketing: The Case of Small Medium Enterprises in Malaysia”. International Review of Management and Marketing 6/7 (August 2016), 112-115.
JAMA 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, 2016, pp. 112-5.
Vancouver 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):112-5.