Consumer Attitudes towards Mobile Advertising

Literature Review The Interactive Advertising Bureau (IAB) states that the mobile advertising represents the amount of $5.1billion in global market 2011 with Asia-Pacific region as the highest spending on mobile advertising with about $1.9billion (Interactive Advertising Bureau (IAB),2011). This is caused by the evolution of e-commerce which has brought with it a new marketing channel known as mobile marketing (Tanakinjal, Deans, and Gray (2010)). The advertiser may pay a fee to intermediaries for advertising their inventory based on cost per impression or cost per clicked ad. Naturally, if targeted or personalized ads are oered more value is present for advertisers and consequently the price per impression can be higher (Akselsen, Evjemo, and Policroniades (2010)). According to Bart, Stephen and Sarvary (2012), Mobile advertising comes in various forms, including display, text messages, location based and rich media. Mobile advertising can be adapted for dierent mobile spaces. They can be deployed on the handset idle screen as part of the screen background, portal pages like WAP banners, message services, or integrated in basic functionality of the phone such as ringtones (Akselsen, Evjemo, and Policroniades (2010)). Mobile advertising is an attractive media option used by many firms for directly communicating with consumers who have become busier and more difficult to reach (Punyatoya and Durgesh, 2011) in a fast speed and regardless the geographical location (Nandagopal, Huong, Balamurugan, Sathish, Sathyanarayanan, and Jublee). Srisawatsakul and Papasratorn (2013) states that SMS is the most common way of mobile advertising. By utilizing mobile advertising, companies can run marketing campaigns targeted to tens of thousands of people with a fraction of the costs and time compared to other direct marketing mediums (Mansour). There are many factors that might affect the mobile advertising. Consumers age, knowledge, interest in technology and attitude affects the acceptance of mobile ad (Alalak and Alnawas, 2010). Since teenagers and young adults are faster adopting it, mobile advertising seems have a bright future (Punyatoya and Durgesh, 2011).Other than that, teenagers also have a strong emotional attachment for the mobile phone,

they always keep it with them and consider it even as an extension of themselves (Punyatoya and Durgesh (2011)). This way, they are sure to be able to notice most of the mobile advertisements they receive. But to the extent of acceptance by consumers still remains unclear due to various hurdles, including feelings of intrusiveness and privacy concerns. The results of a research done by Zabadi, Shura, and Elsayed indicates that attitude toward advertising via mobile devices strongly depends on message characteristics. According to Kotler and Keller (2011), an attitude is a persons enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. For a message to be successful, the message must fulfill the customers needs and wants causing them to have willingness towards the messages. When the mobile advertiser has the possibility to target actual needs of customers based on existing customer data, attitudes toward mobile advertisements are likely to be positive. This implies that mobile advertising should be based on service rather than selling (Friman, 2010). However, according to a research done by Javid, Namin, and Noorai (2012), gender does not affect the success of the mobile advertisements as the tendency to mobile phone advertisements among men and women is the same; the findings of this research is also visible in the research done by Siavashi (2010) which indicate men and women have similar attitudes toward SMS advertisements (Siavashi and A'bedini (2010)). Whereas Yan et al.s (2010) emphasizes that trust have signicant impact on individuals willingness to use mobile application. This means brand image also plays a very important role in advertising. It is recommended for advertisers to include something meaningful to consumers perceived value to ensure that consumer will adopt the created mobile advertising. This is visible in Blanco and et al. (2010)s findings which indicates that the perceived larger amount of information in mobile advertising has positive impact on consumers attitude toward mobile advertising. Therefore, less effort should be spent on creating contextual awareness or offering other higher technology services (Srisawatsakul, and Papasratorn (2013)).

What is a mobile advertisement? What is a consumers attitude toward mobile advertising? Which factors have impact on customers attitude toward mobile advertising?