Abstract:
Purpose
As usage ofmobile phones are increasing, there is a huge opportunity for the marketers to
make use ofthis device as the channel ofcommunication and this is what we call is mobile
marketing. The aim ofthis study is to identify the factors that affect the consumer attitude
towards the mobile advertisement. Also study the consumer view of mobile advertisement
that how consumer consider mobile advertisement in Karachi.
Methodology & Design
This study is based on a quantitative survey of consumer attitude towards mobile
advertising. Explanatory research design is used to study this problem which was never
researched in this way. Survey was carried out, above 384 people who were the real
smartphone users participated with the help of convenience sampling approach. Self administrative questionnaire survey and the target population are smartphone users. The
questionnaires were further analyzed and processed with the statistical program SPSS.
Findings
After the findings of this survey, we came to know that the factors such as credibility,
perceived usefulness, entertainment have a positive affect and irritation affect negatively,
and there is a positive relation of consumer attitude. According to the results
informativeness have no effect on consumer attitude towards the mobile advertising.
Limitations
Time Resources, and information are some of the limitations ofthis research. Time is the
most’valuable and precious and the most limited thing which we have in our life. The study
would time, Resources, and information. We have been more accurate if it was given
unable to collect the large number ofsample size.
more
are
Recommendations
these outcomes. acceptable so that the consumer can trust believe that
add^sh^the advertisement with authority to reduce the irritation effect, and also should
be useful for more purchasing.
