Consumer Attitude Towards Mobile Advertising: An Empirical Study

Mobile advertisement usage is common in all businesses .But customers attitude is different towards mobile advertisement than normal advertisement. The main aim of this article is to study the customer’s attitude towards mobile advertisement .For this study a Convenience sample of 371 respondents was taken for data collection. For analysis mean, correlation analyses were employed. The findings revealed that Consumer Attitude towards Mobile Advertisement is positively related to Entertainment, In formativeness, Privacy, Credibility and negatively related to Irritation Introduction People’s feeling of enjoyment associated with advertisements play the greatest role in accounting for their overall attitudes toward them (Shavitt, Lowrey andHaefner, 1998). Entertainment is also a crucial factor for mobile marketing. If the message is concise and funny, it immediately captures consumers’ attention (Katterbach, 2002).The quality of information placed on a company’s web site shows a direct influence on the customers ‘perceptions of the company and the company’s products. Accordingly, information delivered to them via mobile devices also needs to show qualitative features like accuracy, timeliness, and usefulness for the consumer (Siau and Shen, 2003). Consumers are interested in getting messages that are relevant for them (Milne andGordon, 1993).MacKenzie and Lutz (1989; p. 51) define advertising credibility as “consumers’ perception of the truthfulness and believability of advertising in general. “When advertising employs techniques that annoy, offend, insult or are overly manipulative, consumers are likely to perceive it as unwanted and irritating influence” (Ducoffe, 1996; p. 23).Mobile advertising may provide an array of information that confuses the recipient and can be distracting and overwhelming the consumer with information (Stewart and Pavlou, 2002). Privacy refers to the degree to which personal information is not known by others (Rust, Kannan and Peng, 2002).Mobile technologies are considered “personal” technologies, attached to a particular body or person (Green, Harper, Murtaghand Cooper, 2001). Objectives of the study Following are the major objectives of the study  To know the importance of mobile advertising  To determine the relation between perceived entertainment, in formativeness, credibility, irritation ,Privacy and attitude toward mobile advertising Conceptual Frame work For this study the fallowing theoretical Framework was formulated after reviewing the literature. Consumer Attitude towards Mobile Advertisement is dependent variable and Entertainment, In formativeness, Irritation, Privacy, Credibility are independent variables in this frame work Source: Haghirian and Madlberger Research Hypothesis Hypothesis 1: There is a significant relation between perceived entertainment of mobile ads and attitude toward mobile advertising People’s feeling of enjoyment associated with advertisements play the greatest role in accounting for their overall attitudes toward them (Shavitt, Lowrey andHaefner, 1998). Entertainment is also a crucial factor for mobile marketing. If the message is concise and funny, it immediately captures consumers’ attention (Katterbach, 2002) Hypothesis 2: There is a significant relation between in formativeness of mobile ads and attitude toward mobile advertising The quality of information placed on a company’s web site shows a direct influence on the customers ‘perceptions of the company and the company’s products. Accordingly, information delivered to them via mobile devices also needs to show qualitative features like accuracy, timeliness, and usefulness for the consumer (Siau and Shen, 2003). Consumers are interested in getting messages that are relevant for them (Milne andGordon, 1993) Hypothesis 3: There is a significant relation between perceived credibility of mobile ads and attitude toward mobile advertising MacKenzie and Lutz (1989; p. 51) define advertising credibility as “consumers’ perception of the truthfulness and believability of advertising in general. Hypothesis 4: There is a significant relation between perceived irritation of mobile ads and attitude toward mobile advertising “When advertising employs techniques that annoy, offend, insult or are overly manipulative, consumers are likely to per-