Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.
Anil, S., Ting, L.T., Moe, L.H. and Jonathan, G.P.G. (2003) Overcoming barriers to the successful adoption of mobile commerce in Singapore, International Journal of Mobile Communications, 1, 191-231.
Ajzen, I. (2002) Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior, Journal of Applied Social Psychology, 32, 665-683.
Ajzen, I. and Fishbein, M. (2008) Scaling and testing multiplicative combinations in the expectancy-value model of attitudes, Journal of Applied Social Psychology 38(9), 2222-47.
Aw, W.Y., Khalil, M.N., Emad, A.S. and Janejira, S. (2009) International Journal of Economics and Management, 3(1), 37-49.
Bauer, H., Barnes, S., Reinhardt, T. and Neumann, M. (2005) Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study, Journal of Electronic Commerce and Research, 6(3), 181-192.
Bedford, D.W. (2005) Empirical investigation of the acceptance and intended use of mobile commerce: location, personal privacy and trust, Doctoral Dissertation, Mississippi: Mississippi State University.
Boonlert, W. (2011) Determinants of students’ intentions to use a mobile messaging service in educational institutions: a theoretical model, World Academy of Science, Engineering and Technology, 73, 313-318.
Burman, B. (2004) Reference prices in retail advertisements: moderating effects of market price dispersion and need for cognition on consumer value responsiveness and shopping intention, Journal of Product and Brand Management, 3(16), 379-389.
Davis, F.D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13(3), 319-340.
Dulyalak, P. and Settapong, M. (2008) User acceptance of multimedia mobile internet in Thailand, International Journal of The Computer, the Internet and Management, 16(3), 22-33.
Faziharudean, T.M. and Tan, L.L. (2011) Consumers’ behavioral intentions to use mobile data services in Malaysia, African Journal of Business Management, 5(5), 1811-1821.
Goi, C.L. and Ng, P.Y. (2011) Perception of young consumers on mobile phone applications in Malaysia, World Applied Sciences Journal, 15(1), 47-55.
Greenville, A.G. and Leavitt, C. (2005) Audience involvement in advertising: four levels, Journal of Consumer Research, 11(4), 581-592.
Grewal, D., Bart, Y., Spann, M. and Zubcsek, P.P. (2015) Mobile advertising: a framework and research agenda (October 20), Journal of Interactive Marketing, Retrieved from http://www.ssrn.com/abstract=2707300
Geoffrey, H.T., Kenneth, R.D. and Brendan, J.G. (2010) Third screen communication and the adoption of mobile marketing: a Malaysia perspective, International Journal of Marketing Studies, 2(1), 36-47.
Hair, J., Black, B., Babin, B., Anderson, R. and Tatham, R. (2006) Multivariate Data Analysis (6th ed), Upper Saddle River, NJ: Prentice-Hall.
Haque, A.K., Ali, R. and Abdur, A.M.S. (2007) Consumer perception and its choice mobile telecom service provider in Malaysia, Journal of International Business and Economics, 7, 2-50.
Haslinda, M., Shirly, C.H.L., Zuraida, A.A. and Norhidayah, M. (2016) Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia, International Review of Management and Marketing, 6(S7) 112-115.
Heffernan, T. (2004) Trust formation in cross-cultural business-to-business relationships, Qualitative Market Research: An International Journal, 7, 114-125.
Hong, S.J., Thong, Y.L., Moon, J.Y. and Tam, K.Y. (2008) Understanding the behavior of mobile data services consumers, Information System, Frontier, 10, 431-445.
Hsu, T., Wang, Y. and Wen, S. (2006) Using the decomposed theory of planned behaviour to analyse consumer behavioural intention towards mobile text message coupons, Journal of Targeting, Measurement and Analysis for Marketing, 309.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J. (2016) The influence of social media interactions on consumer-brand relationships: a three country study of brand perceptions and marketing behaviors, International Journal of Research in Marketing, 33(1), 27-41.
Jayasingh, S. and Eze, U.C. (2009) An empirical analysis of consumer behavioral intention towards mobile coupons in Malaysia, International Journal of Business and Information, 4(2), 241-242.
Klopping, M.I. and McKinney, E. (2004) Extending the technology acceptance model and task-technology fit model to consumer ecommerce, Information Technology, Learning and Performance Journal , 22, 35-48.
Kotler, P.A. (2002) Principles of Marketing: European Edition, London: Prentice-Hall.
Kwon, K.N. and Lee, M.H. (2008) The effect of perceived product characteristics on private brand purchases, Journal of Consumer Marketing, 25(2), 105-114.
Laukkanen, T. and Kiviniemi, V. (2010) The role of information in mobile banking resistance, International Journal of Bank Marketing, 28(5), 372-388.
Laukkanen, T., Sinkkonen, S., Kivijarvi, M., and Laukkanen, P. (2007) Innovation resistance among mature consumers, Journal of Consumer Marketing, 24(7), 419-427.
Lauren (2016) Whatsapp and mobile marketing in Malaysia and Australia, Retrieved from http://www.smibusinessdirectory.com.my/whatsapp-mobile-marketing.html
Leong, C.M. (2010) Consumer Responsiveness on Mobile Markerting, Faculty of Technology Management and Technopreneurship, University Teknikal Malaysia Melaka.
Leung, L.S.K. and Matanda, M.J. (2013) The impact of basic human needs on the use of retailing self-service technologies: a study of self-determination theory, Journal of Retailing and Consumer Services 20(6), 549-559.
Leppäniemi, M., Karjaluoto and Heikki (2005) Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model, International Journal of Mobile Communications, 3(3), 197-213.
Jayawardhena, C. (2009) Antecedents to permission based mobile marketing: an initial examination, European Journal of Marketing, 43(3/4), 473-499.
Julia, F. (2010) Consumer attitudes toward mobile advertising, Aalto University School of Economics, 1-73.
Malhotra, N.K. and Birks, D. (2006) Marketing Research: An Applied Approach, Prentice Hall.
MCMC (2008) Communication and multimedia: selected facts and figures, Retrieved from http://www.skmm.gov.my/link_file/about_us/pdf/Web%20Update%20Annua l%20Report/AR_2008.pdf.pdf
MCMC (2007) Hand Phone Users Survey 2007, Retrieved from http://www.skmm.gov. my/facts_figures/stats/pdf/Handphone_Users_Survey_2007.pdf
McKechnie, S.W.H. (2006) Applying the technology acceptance, International Journal of Retail, 34 (4/5), 388-410.
Mohammad, I. and Razli, C.R. (2011) The determinant factors influencing young consumers’ acceptance of mobile marketing in Malaysia, African Journal of Business Management, 5(32), 12531-12542.
Moore, G.C. and Benbasat, I. (1991) Development of an instrument to measure the perceptions of adopting an information technology innovation, Information Systems Research, 2, 192-222.
Nattharika, R., Jedsada, W., Patchrabhon, L. and Nathadej, L. (2009) Consumers’ perception of the effectiveness of short message service (SMS) and multimedia message service (MMS) as marketing tools, World Academy of Science, Engineering and Technology, 53, 815-821.
Neda, P. (2015) Mobile marketing acceptance: the case of young customers in Malaysia, GSTF Journal on Computing, 4(2), 17-20.
Nysveen, H., Pedersen, P. and Thorbjarnsen, H. (2005) Explaining intention to use mobile chat services: moderating effects of gender, Journal of Consumer Marketing, 22, 247-256.
Pallant, J. (2005) SPSS Survival Manual: A Step by Step Guide to Data Analysis Using SPSS for Windows (ver.12), Maidenhead: Open University Press.
Phan, K.N., and Ghantous, N. (2013) Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking, International Journal of Bank Marketing, 31(6), 456-480.
Poong, Y.S., Eze U.C. and Talha, M. (2009) B2C e-commerce in Malaysia: perceived characteristics of innovating and trust perspective, International Journal of Electronic Commerce, 7, 392-427.
Ram, H.S.T. (2007) An investigation of the new generic consumer, Journal of Consumer Marketing, 24(3), 133-141.
Revels, J., Tojib, D. and Tsarenko, Y. (2010) Understanding consumer intention to use mobile services, Australasian Marketing Journal, 18(2), 74-80.
Riefer, A. and Hamm, U. (2008) Changes in families’ organic food consumption, Paper presented at 12th Congress of the European Association of Agricultural Economists -EAAE, Ghent.
Rogers, E.M. (2003) Diffusion of Innovations, New York: The Free Press.
Sarker, S. and Wells, J.D. (2003) Understanding mobile, Communications of the ACM, 46(12), 35-40.
Samaneh, B. and Shahriar, M. (2009) An efficient model to improve customer acceptance of mobile banking, Proceedings of the World Congress on Engineering and Computer Science, Vol II WCECS, October 20-22, San Francisco: USA.
Shen, S. (2012) Mobile payment worldwide: 2009 - 2016, Gartner, May 29th, Retrieved from http://www.gartner.com/newsroom/id/2028315.
Schierz, P.G., Schilke, O., and Wirtz, B.W. (2010) Understanding consumer acceptance of mobile payment services: an empirical analysis, Electronic Commerce Research and Applications, 9(3), 209-216.
Sezgin, E. (2016) E-consumers in the Era of New Tourism, Managing the Asian Century, Heidelberg, New York, Dordrecht, London: Springer Singapore.
Sultan, F. and Rohm, A.J. (2008) How to market to generation mobile, MIT Sloan Management Review, 49(4), 34-41.
Toh, T.W., Govindan, M., Chong, A.Y.L., Keng-Boon, O. and Seetharam, A. (2009) What drives Malaysian m-commerce adoption?: an empirical analysis, Industrial Management and Data Systems, 109(3), 370-388
Tsang, M., Ho, S.C. and Liang, T.P. (2004) Consumer attitudes toward mobile advertising: an empirical study, International Journal of Electronic Commerce, 8(3), 65-78.
Venkatesh, R. (2015) Mobile marketing, International Journal of Research, 2(2), 1175-1187.
Viswanath, V., Michael, G.M., Gordon, B.D. and Fred D.D. (2003) User acceptance of information technology: toward a unified view, MIS Quarterly, 27(3), 425-478.
Uchenna, C.E., Mohd A.T.B., Mohd Y.T. and YewSiang, P. (2011) Mobile commerce usage in Malaysia, International Conference on Social Science and Humanity IPEDR , 5, 265-269.
Wang, C., Harris, J., and Patterson, P.G. (2012) Customer choice of self-service technology: the roles of situational influences and past experience, Journal of Service Management, 23(1), 54-78.
Wang, R.J.H., Malthouse, E.C. and Krishnamurthi, L. (2015) On the go: how mobile shopping affects customer purchase behaviour, Journal of Retailing, 91(2), 217-234.
Wong, C.C. and Hiew, P.L. (2005) Diffusion of mobile entertainment in Malaysia drivers and barriers, World Academy of Science, Engineering and Technology, 5, 135-138.
Zhou, T. (2011) Examining the critical success factors of mobile website adoption, Online Information Review, 35(4), 636-652.