A Study on Consumer Attitude Towards Mobile Phone Advertising

Abstract

Delivering relevant information to the right person, at the right time and in the right place is always an idea marketing strategy. With the highly personalised and ubiquitous accessing features of mobile advertising, it is expected to have a huge impact on many ways of marketing activities. The technology to deliver a personalised and locationalized advertisement on a mobile device is feasible nowadays. It is easily to understand that if the advertising message is not relevant to customers, the acceptance of mobile advertising declines quickly. This is the reason why this paper describes a research project in progress that studies the mobile advertising effectiveness through examining consumer attitude toward mobile advertising. This research is expected to present important implications for both practitioners and researchers.