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This is an Open Access article distributed under the terms of the Creative Commons Attribution -Noncommercial 4.0 Unported License, permitting all non -commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. BE-ci 2016 : 3rd International Conference on Business and Economics , 21 – 23 September, 2016 Relationship and Effect of Entertainment, Informativeness, Credibility, Personalization and Irritation of Generation YÕs Attitudes towards SMS Advertising Nik Mohamad Nik Najib a*, Jati Kasuma b, Zainon Binti Haji Bibi c* Corresponding author: Nik Mohamad Nik Najib, nickharh@gmail.com aUniversiti Teknologi MARA Sarawak, 94300, Kota Samarahan, Sarawak, nickharh@gmail. com, bUniversiti Teknologi MARA Sarawak, 94300, Kota Samarahan, Sarawak, jati@sarawak.uitm.edu.my cUniversiti Teknologi MARA Sarawak, 94300, Kota Samarahan, Sarawak, zainon@sarawak.uitm.edu.my Abstract With the fast growth of mobile phone usage especially among generation Y, companies have taken this opportunity to advertise their products and services through this new medium of interactive marketing. SMS advertising is a good advertising medium or tool to advertise products and services. The objective of the research is to explo re how generation Y in Kelantan , Malaysia cope with SMS advertising and to find out which factors among Entertainment, Informativeness, Credibility and Personalization affect generation YÕs attitudes towards SMS in Kelantan. A total of 300 respondents were selected using convenience sampling technique. Questionnaires were distributed at two public universities in Kelantan; UiTM, Kota Bharu campus and Universiti Malaysia Kelantan. The purpose of this paper is to explore generation Y’s views and perceptions towards SMS advertising. In the light of the overall findings in the current research, this study concludes that the respondents held negative attitudes about receiving mobile advertisements. Entertainment, informativeness, creditability and personalization share the same significance among the factors affecting generation Y’s attitudes. Overall, the findings show that perceptions of SMS advertising are rather negative among genera tion Y. © 2016 Published by Future Academy www.FutureAcademy.org.uk Keywords: Generation Y; SMS Advertising; Attitude; Entertainment; Informativenes s; Personalization; Credibility.
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