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Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia

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

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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

Item Type: Article
Additional Information: Special Issue for "International Soft Science Conference (ISSC 2016), 11-13 April 2016, Universiti Utara Malaysia, Malaysia"
Uncontrolled Keywords: Mobile Marketing, Small and Medium Enterprises Malaysia, Adoption Level
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 07 Dec 2016 08:50
Last Modified: 07 Dec 2016 08:50

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