Ch'ng, Wei Wei
An Examination on Successful Mobile Advertising Factors in Malaysia.
[Dissertation (University of Nottingham only)]
The world of telecommunication and Internet services are constantly subject to change, never stopping to create new wants and desires in customer with new products and services. In this aspect, the growing emergence of the wired Internet and mobile telecommunication technology and platforms creates a new opportunity for advertisers via mobile advertising to generate new revenue streams through mobile users. In today’s environment, advancement in technology also allow consumers to have more control of what they want to see, interact with, or purchase. Hence, brand advertisers and advertising agencies are recognizing this and they are expected to be more creative and innovative in the way they advertise to meet the challenges of this new environment. Therefore, the advertising industry has to move towards trends in creativity, personalization, interactivity, new media channels, consumer control and connectivity. As such, the attempts to use the wireless network as a new advertising media are rapidly gaining more importance. Coupled with a growing consumer adoption of mobile technology, it is a matter of time when mobile advertising becomes an important part of the marketing mix strategies. Meanwhile, the Malaysian telecommunication industry is very fast in adopting new technologies and rolling out new services to its customers. There are ample opportunities in the changing traditional and new media platforms in the Malaysian advertising market. The key to the development of mobile advertising is dependant on identifying factors that will enable consumer acceptance and use of it. There are limited studies on mobile marketing, especially in the field of mobile advertising. This paper provides a broad overview of the mobile advertising landscape—from the role of the advertisers to the consumer receiving the mobile ad - as a foundation for future studies to be conducted. The literature review section of this paper will discuss the entire mobile advertising ecosystem, to provide the reader with a comprehensive understanding of the various factors involved in mobile advertising. The research will then focus on the factors of mobile advertising, specifically on (1) factors that drive a successful mobile advertising strategy (2) the importance of these factors in Malaysia and 3) will mobile advertising drive product trial in Malaysia? This research paper will not study all the factors discussed in the literature review due to limitation in terms of time and resources. However, the three factors that are being tested will provide a good foundation for future study on the other factors. The data collected from the survey were analyzed using a statistical software application, ie SPSS to measure the reliability, factor analysis and regression analysis of the data set. The survey results will reveal the result of the research on these three questions and hypothesis testing will also reveal which factor is important in the conceptual framework for a successful mobile advertising in Malaysia. Findings revealed that message customization is essential in driving a successful mobile advertising in Malaysia. The other two factors tested were relevant content and credibility, which has less significance in driving successful mobile advertising.
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