Consumer Attitude toward Advertising via Mobile Devices - An Empirical Investigation among Austrian Users.

Parissa Haghirian · Maria Madlberger

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses its relevance and investigates antecedents of consumer attitudes toward advertising via mobile devices. The analysis is based on a consumer survey. For this purpose a quota sample of 815 cellular phone users in Austria has been interviewed. The results indicate that advertising value and advertising message content have the largest impact on attitude toward advertising via mobile devices.

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References

1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1996Advertising Value and Advertising on the Web 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2000The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands 2002Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads 1995How Consumers Assess the Value of Advertising 2002Exploring the Implications of M-Commerce for Markets and Marketing

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