Title: Consumer attitudes towards mobile advertising: an updated vision

Authors: Maria Elena Aramendia-Muneta; Cristina Olarte-Pascual

Addresses: Gestión de Empresas, Universidad Pública de Navarra, Campus Arrosadia s/n, 31006 Pamplona, Spain ' Departamento de Economía y Empresa, Universidad de la Rioja, La Cigüeña, 60, 26004 Logroño, Spain

Abstract: Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The short messaging service (SMS) is one of the mobile phone communication tools marketers use. This research examines the well-known and widely cited paper by Tsang et al. (2004), and replicates their research. We obtained some contradictory results; specifically, we found that the only variable that substantially affected attitude was entertainment. Within the proposed model, attitudes, intentions and behaviour are interconnected, confirming the hypothesis. At the same time, permission-based mobile marketing is on the rise due to high consumer exposure to advertisements. Our findings about mobile advertising have important theoretical and practical managerial implications.

Keywords: mobile phone; short messaging service; SMS; mobile advertising; consumer attitudes; permission-based; incentives; informativeness; credibility; irritation; entertainment.

DOI: 10.1504/IJIMA.2019.102564

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.3, pp.235 - 252

Received: 17 Mar 2018
Accepted: 29 Aug 2018
Published online: 30 Sep 2019 *

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