FACTORS HAVING AN IMPACT ON CONSUMER ATTITUDE TOWARDS MOBILE ADVERTISING

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.