Consumer Attitude Toward Mobile Advertising in a Developing Country: An Empirical Study International Journal of Mobile Marketing (IJMM), Md. Humayun

Nargis Parvin, Christian Weitenberner, Michael Becker
The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to deliver advertisements for products and services. Short Message Service (SMS), in particular, has been very successful. The findings of this study show that if mobile advertisers can present mobile ads pleasingly, with appropriate information, consumers will not be annoyed and there is a fair possibility that they will gradually like the ads. Furthermore, credibility, a construct of this study, has found to be the most significant of the factors affecting respondents' attitude toward mobile ads.

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