Resumen
The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the exclusive characteristics of Malaysian consumers. The survey research method has been used to collect data among young mobile users in Malaysia. A partial least squares structural equation model (PLS-SEM) technique is employed to analyse the data. The results show that perceived usefulness, perceived ease of ease, irritation, entertainment, and credibility emerge as significant belief factors positively influencing attitude in of Malaysian consumers. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of the consumers? intention to purchase products and services as advertised in mobile advertising. The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility, perceived ease of use, perceived usefulness, subjective norm and entertainment values are the keys. Based on the established advertising theories, this study proposes an integrated model to examine how users? attitude and social factor affect mobile advertising effectiveness among Malaysian consumers. This research provides insights into the effectiveness and of the novel mobile medium as compared to orthodox mediums. Also, this study excavates the understanding of advertising hierarchy effects in an international setting by examining the importance of each variable in an emerging Asia-Pacific country like Malaysia. The study answers such a call.