Che Faridah Che Mahmood¹, Nazihah Omar¹, Norshaieda Adnan@ Abdullah² and Nor Balkish Zakaria<sup>3

1</sup>Faculty of Business and Management,
Universiti Teknologi MARA Cawangan Johor, Segamat, Johor
²Faculty of Science Computer and Mathematics,
Universiti Teknologi MARA Cawangan Johor, Segamat, Johor
³Accounting Research Institute,
Universiti Teknologi MARA Cawangan Johor, Segamat, Johor
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Mobile Instant Messaging (MIM) or Instant Messaging (IM) via various web-based applications like WeChat, Viber, WhatsApp (WA) and Snapchat have gained much attention. It allows mobile phone users to access instant messaging services right from their smartphones. Despite various general publications indicating the advantages of mobile business, ranging from the start-up cost, flexibility, mobility up to inventory, the MIM’s application via mobile businesses are still scarce. The aim of this study was to examine the realm of MIM usage as a platform for mobile business among undergraduates in Malaysia by examining the uses of MIM for mobile business and to identify the perceived advantages of MIM as a platform for mobile business. An online questionnaire was designed and randomly distributed among identified undergraduates who have actively engaged in mobile business. The results show that MIM is frequently used to advertise and sell products most needed by undergraduates. Among the perceived advantages of MIM as a platform for mobile business is its cost effectiveness. In addition, undergraduates can easily and conveniently startup mobile businesses and generate income simply via a mobile device and a mobile number as it is indeed preferable for reaching a general audience.

Keywords: mobile business, instant messaging, perceived advantages, undergraduates