Description of Invention
As digital natives constitute a significant consumer group, understanding their views is essential for effective business engagement. Therefore, this study examines the attitudes of Malaysian digital natives toward mobile advertising, given the growing use of mobile devices for marketing. A pilot study with 30 respondents provided initial insights, guiding the main study's design and focus, which was analyzed using SPSS. Factors such as information, entertainment, credibility, irritation, and perceived value showed strong reliability. The results confirm the robustness of the measurement tools, establishing a reliable foundation for assessing digital natives' attitudes toward mobile advertising in future research.