Title: Determinants of young consumers' attitude towards mobile advertising in a technologically and a socially dynamic market

Authors: Khurram Sharif

Addresses: Management and Marketing Department, College of Business and Economics, Qatar University, P.O. Box 2713, Doha, Qatar

Abstract: The aim of this study was to evaluate the impact of affective and cognitive determinants of consumers' attitude towards mobile advertising in the Qatari mobile market which is going through a technological and a social change. The data were gathered using face-to-face and online questionnaire based survey from a sample of 18-24 year old Qatari consumers. A total of 256 questionnaires were collected out of which 227 became part of the data analysis. The results indicated that young consumers' attitude towards mobile advertising in Qatar was favourably influenced by perceived entertainment, degree of innovation, level of informativeness and social norms. At present, young consumers are not too concerned about permission-based mobile advertising as irritation is not a serious issue. Still, marketers need to be careful towards overwhelming or annoying the consumers with irrelevant and excessive mobile advertising.

Keywords: mobile advertising; young consumers' attitude; social and technological market transformation.

DOI: 10.1504/IJEMR.2017.083551

International Journal of Electronic Marketing and Retailing, 2017 Vol.8 No.1, pp.21 - 44

Received: 10 Mar 2016
Accepted: 05 May 2016

Published online: 10 Apr 2017 *

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