Abstract:

This empirical research examines the relationship between the predicted determinants related to personal, environmental and behavioral factors on consumers’ engagement and purchase decision with mobile advertising. The foundation of this research was inspired based on the psychology-based theory known as the Social Cognitive Theory (Bandura, 1977, 1978, 1986, 2001), integrated with the Advertising Value Model (Ducoffe, 1995, 1996), and the Diffusion of Innovation Theory (Rogers, 1962, 1995, 2003). The Concept of Reciprocal Determinism or Triadic Reciprocality between factors also will be validated in this research. In addition, there will be two new dimensions introduced in this research namely: Modeling and Integrativeness. The empirical data is planned to be obtained from a survey of 380 mobile phone users from 13 capital states and 3 federal territories in Malaysia. A structural model will be tested on the data gathered according to the convenience sampling method through the application of reliable survey measures. Results will uncover the positive and negative determinants of the engagement and purchase decision and also disclose the evidence associated with the Concept of Reciprocal Determinism proposed by Bandura (1977, 1978, 1986, 2001). This research will produce a comprehensive, interactive and multidimensional mobile advertising model within the Malaysian context. In view of the fact that mobile advertising is still at the infancy stage, this research will assist companies in Malaysia to evaluate their current mobile advertising practice and strategy. Telecommunication service providers and government authorities may also obtain numerous benefits from this research to design their future mobile advertising policies and regulatory framework. Finally, it is understood that the success of mobile advertising in Malaysia will not come overnight. Therefore, with proper understanding about mobile advertising engagement model as depicted by this research, mobile advertising will become the next alternative source of marketing communication channel and value creations for many companies in Malaysia.