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Navigating Mobile Marketing: Unveiling Mobile Game In-App Purchase Intentions of Gen-Ys
Abstract
In the dynamic landscape of mobile marketing, understanding the intricate factors that drive in-app purchase decisions is pivotal for crafting effective strategies. The sale of virtual objects has become a key driver of revenue in the mobile gaming industry. This study focuses on the Malaysian Gen-Y mobile gamers, exploring the key drivers influencing their in-game purchase intention underpinned by perceived value theory and theory of planned behavior. An online survey was conducted among 470 respondents and analysed using partial least squared structural equation modelling. As the digital realm continues to evolve, decoding these motivations behind consumer behavior becomes paramount for marketers seeking to tailor their approaches. Drawing from the empirical findings, this chapter offers valuable insights that contribute to the academic knowledge of mobile marketing dynamics, including practical implications of this strategic monetization initiative for marketers to resonate with the discerning Gen-Y mobile gamers.
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