The role of mobile advertising technology towards millennial social behavior

This research investigated the essential medium for mobile advertising towards the millennial. Mobile advertising has become a significant instrument for the marketers to get in touch with the end users. The usage of mobile phones to the millennial are experience a revolution where it is not just an instrument for conversation, education, social networking but entertainment as well, which bestows the emergence of mobile advertising. However, the reactions of millennial are uncertain whether or not the commercial sent to them is effective. Hence, a preliminary questionnaire, interview and case study has been carried out in order to validate the acceptance towards mobile advertising and the culture that influences the response. The culture of influence may involve informativeness, social influence and cost. Result indicates that majority of the respondents have an optimistic attitude towards mobile advertising. Many agree that interesting designated advertisement will attract them to pay more attention to the advertisement.