Networking

Enabling Ecosystem for Mobile Advertising in an Emerging Economy

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Executive Summary

Escalating cost of reaching out to new consumers makes advertisers seek ways to retain current consumers by forming closer relationships with them. One approach is by tailoring products, services and advertising messages to meet their individual needs. Information and Communication Technologies (ICT) have opened up more possibilities for economic agents to advertise in the new economy. Realizing the potential of Mobile advertising (m-advertising), enterprises have invested heavily to increase the use of m-advertising as an important mode of interacting with the consumers and other stakeholders. This study aims to examine the key factors that will influence the use of m-advertising among consumers in Malaysia.

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