The consumer attitude towards smartphone advertisement

Sabri, Syafiqah (2019) The consumer attitude towards smartphone advertisement. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the smartphone is the global technology devices that most of the people in the world must have at least one in their hand. They use smartphones frequently to use the Internet to search and looking for almost everything that they want to seek inside it. The advertisers play a big role by placing the advertisement through the smartphone and it will be distributed in a split of second to their consumer, user and viewer. This will enhance their productivity towards their consumer attitude through the smartphone advertisement. There are four smartphone advertisement content that influences the consumer attitude which are informativeness of the advertisement, the entertainment inside the advertisement, credibility and also incentive. The hypothesis has been developed by the researcher inside this research. The researcher uses quantitative method to collect data from respondent and data collection using primary data such as questionnaire. Secondary data such as searching on the previous researches through Emerald Insight and Google Scholar. The questionnaire is distributing at four regions throughout Malaysia with 1, 000 respondents in total that use a smartphone age range between 18 until 40 years old. In this research, the pilot test on 50 people is selected to make sure the questionnaire is reliable to distribute. Data analysis use in this research is Statistical Package for Social Sciences (SPSS) to key in the data, Pearson Correlation Coefficient Analysis, Descriptive Analysis and Multiple Regression Analysis. Hence, the result acquired for the relationship between Informativeness, Entertainment, Credibility and Incentive with Consumer Attitude was all significant and have a positive relationship. The female respondents are more than male respondents that age 18 to 25 years old. In addition, the Entertainment has the most influencing elements of smartphone advertisement with consumer attitude. This is because of the consumer tend to think the advertising exposed in the smartphone are entertaining and fun to react with

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