Prioritization of Factors Affecting Consumers’ Attitudes toward Mobile Advertising

Rapid development of technology, especially in Information Technology, has caused new activities in marketing and electronic commerce. Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through Short Messaging Service. One of the most important issues is the way advertisement affect the consumers. The present research aimed at determining consumers’ attitudes toward mobile advertising and factors affecting them, prioritizing these factors, and finally expanding knowledge in this field. The target population of this research was Rasht city in Iran (capital city of Guilan province in north of Iran) and the method of sampling was the cluster sampling. To test the question and hypotheses, we utilized independent-t test, regression, one-way analysis of variance (ANOVA), and Friedman test. The results of analyzing 384 questionnaires showed that consumers’ attitudes toward mobile advertising was positive and the tendency to mobile phone advertisements among men and women was the same. According to the results of this study, other demographic characteristics such as age, education level, occupation, monthly income had no impact on customers’ attitude toward mobile advertising. Four factors related to characteristics of message including entertainment, Informativeness, irritation and credibility of mobile ads affected the attitude of consumers toward mobile advertising and among the effective factors, entertainment of mobile advertising had the most impact on consumers’ attitudes toward mobile advertising.

Attitude, Entertainment, Informativeness, Irritation, Credibility