The relationship between advertisement factors and consumers attitude towards mobile advertising

Mohd Nasir, Syahira (2018) The relationship between advertisement factors and consumers attitude towards mobile advertising. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The development of mobile phone has allowed new type of advertising such as mobile advertising. Mobile advertising is marketing on device such as smartphone. The main objective of mobile advertising is attracting customers and allowing them to interact with the brand through mobile phone. In order to fully utilize mobile phone as advertising tools, marketers need to understand its unique and different approaches to consumers as well as how it will influence consumer’s attitude. The purpose of this research is to study the relationship between advertisement factors and consumers attitude towards mobile advertising. This research was utilized theory based on Brackett and Carr (2001). The data were collected using questionnaires from 401 consumers from Malacca. The result of the analysis showed that only entertainment, credibility and personalization had significant while informativeness and irritation were not significant in consumers’ attitude towards mobile advertising. The results of this study contribute to improve marketing activity of marketers in Malaysian market especially in Malacca.

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