FACTORS HAVING AN IMPACT ON CONSUMER ATTITUDE AND INTENTION TOWARDS THE MOBILE ADVERTISEMENT

Abstract

Purpose: Due to rapid increase in the mobile usage it open the new opportunity to the marketers to use this device as the channel of communication and this is known as mobile marketing. The aim ofthis study is to identify the relation between the consumer attitude and consumer intention and also identify the factors that affect the consumer attitude towards the mobile advertisement. Also study the consumer view of mobile advertisement in order to discover that how consumer in Karachi perceive mobile advertisement. Methodology and Design: The study is based on a quantitative survey of consumer attitude and their intention towards the mobile advertisement. Explanatory research design is used to study this problem which was never researched in this way and this context before. Survey was carried out of which 300 real smartphone users participated through convenience sampling approach. The study utilizes self administered questionnaire survey and the target population are the smartphones users. The questionnaires were further processed and analyzed with the statistical program SPSS and AMOS, by using descriptive and inferential analysis. Findings: The findings reveled that there is positive relation between the consumer attitude and their intention and all the factor such as entertainment, credibility, perceived usefulness, perceived ease of use have the positive affect and irritation affect negatively. The results also said that informativness have no effect on consumer attitude towards the mobile advertisement. Limitation: Thisresearch have some limitations, Time, Resources and the Information were the most dominant one. Time is the most precious and the limited thing we have in our life. Ifthe study was given more time, resources and information than it will be more accurate. Due to the time and resources limitation we are unable to collect the larger number ofsample size and the length ofthe study is also limited. Recommendation: The marketers and the designers should effectively strategies their advertisement by using these results. The advertisement must be entertaining to attract the consumer, the content of advertisement must be credible so consumer can believe that, sending advertisement with permission to reduce the irritation effect, and also must be useful for the fiiture purchasing.