Consumer Attitudes Toward Mobile Advertising: An Empirical Study

TLDR

The rapid proliferation of mobile phones and the growing use of SMS for one‑to‑one marketing have created a new channel for marketing. The study investigates consumer attitudes toward mobile advertising and how those attitudes relate to consumer behavior. An instrument was developed to measure attitudes toward mobile advertising. Survey results show consumers generally have negative attitudes toward mobile advertising unless they consent, and attitudes directly influence behavior, implying SMS ads should not be sent without prior permission.

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. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. An instrument for measuring attitudes toward mobile advertising is developed. The results of a survey indicate that (1) consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it, and (2) there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission.