Customer attitude toward mobile

CONSUMER ATTITUDE TOWARD MOBILE
ADVERTISING IN AN EMERGING
MARKET: AN EMPIRICAL STUDY
Humayun Kabir Chowdhury, Nargis Parvin, Christian Weitenberner, Michael Becker

Abstract:
The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to deliver advertisements for products and services. Short Message
Service (SMS), in particular, has been very successful.
Based on the existing literature about attitudes toward advertising and consumer behavior models, a research framework is constructed to illustrate the factors affecting consumer attitudes toward SMS-based advertisements in
Bangladesh. The findings of this study show that if mobile advertisers can present mobile ads pleasingly, with appropriate information, consumers will not be annoyed and there is a fair possibility that they will gradually like the ads. Furthermore, credibility, a construct of this study, has found to be the most significant of the factors affecting respondents’ attitude toward mobile ads.
Keywords: Mobile Ads, Consumer Attitudes, Short Messaging Service (SMS), Entertainment,
Informativeness, Irritation, Credibility

INTRODUCTION
Mobile market growth, especially in developing countries, has provided a direct net benefit to local and national economies through increased employment, employment wages, tax revenue, and Gross Domestic Product
(GDP) (GSM World 2006). It is estimated that for ten percent of mobile penetration growth, GDP will grow on average of 0.6% per annum (GSM
World 2006). With increased mobile phone use, and its key contributions to a market’s growth, questions can be raised regarding how marketers can take advantage of the mobile channel and which key variables will stimulate consumer acceptance of marketing through the mobile channel, a.k.a. mobile marketing.
Telecommunications can be seen as a social and economic enabler.
The advantages of improved communications extend beyond financial
opportunities

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