Acceptance of mobile advertising among Gen Z in Malaysia: implications for business sustainability through digitalisation in post-COVID-19

Gek Siang Tan, Kamarulzaman Ab. Aziz and Ng Xin Lin

International Journal of Business Excellence, 2025, vol. 37, issue 1, 58-73

Abstract: The phenomenal growth of smartphone penetration rate is reflected in Malaysia, alluring marketers to deliver mobile advertisements directly to targeted consumers. Although the COVID-19 pandemic has placed many industries to a near stand-still with huge reduction in advertising budget, mobile advertising spending increases. Consumers who stay home spend more time on their mobile devices for work and leisure purposes, giving marketers a great opportunity to deliver marketing messages via mobile devices. However, consumers show negative attitude towards mobile advertising messages, particularly among the young consumers. Using virtual snowball and purposive sampling technique, this study examines the determinants of mobile advertising acceptance among 200 respondents aged between 18-23 years old. Performance expectancy, effort expectancy, social influence, and facilitating conditions are found to be key determinants and collectively explain 63.9% of the variance in mobile advertising acceptance. The findings suggest important managerial implications for businesses aiming to ensure continuity post-COVID-19.

Keywords: acceptance; mobile advertising; Generation Z; Malaysia; business sustainability; digitalisation; COVID-19; UTAUT. (search for similar items in EconPapers)
Date: 2025
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