Abdulrahman Amhimmid Alsikkah; Dr. Hesham Ameen Saif Alabbasi, Dr. Mohammed Abdulellah Yousuf Saeed, Dr. Ahmad Salih Mheidi Alnaser
The growing access to mobile internet, added to the arrival of smartphones, has caused a real technological revolution in the mobile marketing industry. This study aims to investigate the attitude of Limkokwing students toward mobile marketing in the smartphone era. A total of 281 students have participated in this study. The finding of this study confirmed that some incentives can not only change the negative attitude towards mobile marketing but also that it is accepted by users. On the other hand, the fact those users have control over permits also positively affects this issue, while at the same time creating an institutional trust that is perceived by consumers as a positive and relevant signal.
[ FULL TEXT PDF 1-8] DOI: 10.30566/ijo-bs/2018.2.2.2
