Customer Attitude towards Mobile Advertising

Abstract

In an era of information and communication technology (ICT) becoming more and more dynamic day by day, the mobile device or the Smartphone has turned out to be an increasing business environment for Sri Lanka. Speaking of which the users of the mobile devices plays an important role in this scenario whereas the investment made on the mobile advertisement will show its returns based on how they will react upon it. Therefore, main objective of the study is to examine the factors that will affect customer’s attitude towards mobile advertising in Sri Lanka by giving a special reference to Colombo district. The study, descriptive in nature, has been conducted based on primary data. The study has been conducted among 150 respondents. The study shows that, companies taking permission from only 35% of respondents before sending mobile advertising. Most of the customers would like to receive mobile advertising in the afternoon. Entertainment, information, credibility and incentive have positive influence on consumer attitude of mobile advertising.