CONSUMER ATTITUDE TOWARDS MOBILE ADVERTISEMENT

Abstract

The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. Availability of smartphones and mobile internet that too on nominal rate has given opportunity to marketers to reach their target segment and convey the message to consumer. With change in lifestyle consumer also wants the updated information and wants to exploit the opportunities. Mobile advertisement is a platform where consumers, marketers as well as service providers are collaborating for benefit and need fulfillment of each other. One of the most important issues is the way mobile advertisement affect the consumers. The present research aimed at determining consumers attitudes toward mobile advertising and factors affecting them and expanding knowledge in this field. The two theoretical concepts addresses are mobile advertisement and consumer attitudes. In the introduction section mobile advertisement is explained, characteristics of mobile ad, its ecosystem, benefits over traditional method of advertisement and growth factors are studied. Other topic of study is consumer attitude, theoretical model is developed to study the consumer attitude and in next section factor impacting the consumer behavior to adapt or reject the mobile advertisement is studied. The aim was on the one hand to offer a comprehensive view of the field while also to present a model that would help guide the analysis process and infer consumers’ attitudes towards mobile advertisement.