Essay: Consumer attitudes of youth with respect to mobile advertising in India

This study plans to comprehend consumer attitudes of youth with respect to mobile advertising in India.
The high infiltration rate of cellular telephones in India has brought about the expanding utilization of handheld gadgets to convey ads for items and administrations. Technological advances in communication, a shift towards advertising theories showcasing one-to-one marketing and interactivity, and the increase in mobile penetration and m trade, have cleared route for a direct sort of advertising channel called ‘Mobile Marketing’ [1].
Shopper disposition as for advertising have been examined since long. This study will attempt to comprehend shopper disposition/attitude (basically youth) regarding mobile advertising.
What is attitude?
Kotler stated that ‘an attitude is a person’s enduring favorable or unfavorable assessments, emotional feelings, and activity inclinations toward some object or idea’ [2].
A study of TAM-model (Technology Acceptance Model) and its probability to be connected to mobile advertisement has uncovered some imperative components to consider; stimulation, validity, bothering and data [3].
A few examines have inferred that not only entertainment, credibility, irritation and information are the main elements that influence the attitude but variables such as permission, incentive, usefulness and personalization also effect consumer attitudes towards advertising [4, 5].
Kotler et al. (2005) affirms this by expressing that an individual’s purposeful conduct assumes a key part in the matter of the investigations of state of mind.

Attitudes toward advertising in general
By and large, Consumer attitudes toward advertising have been for the most part discovered to be negative. Zanot, in a 1981 study reasoned that attitudes toward advertising became progressively negative after the 70’s [6].
A study by Elliot et al of six major media (TV, broadcasting, magazines, newspapers, Yellow Pages, and direct mail) accompanied the outcome that TV and magazines demonstrated the largest amount of notice related correspondence issues (thwarted pursuit and interruption) [7]. Perceived clutter, hindered search, and interruption were associated with less positive attitudes and greater ad avoidance. These effects vary in different media [7].
Attitudes toward internet advertising
A few reports showed that because of interactive nature of Internet, individuals perceive Internet advertising as more informative and have more trust in it than a than a demographically comparative sample found in general advertising.
Numerous studies suggested that attitudes toward Internet advertising are affected by delight, informativeness, and the advertisements utility for making behavioral (purchasing) decisions [8].
Mobile marketing and advertising
Mobile advertising can be considered as an expansion of the Internet environment and its high penetration rate in last decade has opened up new doors for remote Internet applications, including wireless marketing and advertising.
Mobile advertising and Internet advertising share many things in common- both are developing media used to convey computerized messages, pictures, and voices with intuitive, quick, customized, and responsive abilities.
Bamba et al describes mobile marketing as ‘utilizing a wireless medium to give consumers time-and-location-sensitive, personalized information that promotes goods, services and ideas, and, and subsequently profiting all stakeholders’ [9].
Mobile advertising was estimated as future essential medium for promoting correspondence by Jun et al 2007, the estimation of which is evaluated to be in the several billions of dollars. Also, it is plainly noticeable that today numerous organizations are attempting to fuse and adjust Mobile advertising to their conventional advertising blend so as to stay competitive [11].
Jain et al 8 find that the inherent attributes of mobile marketing ‘ personalization, ubiquity, interactivity and localization ‘ distinguish it from other media channels [11].
Mobile advertising differs from traditional media advertising in many ways. Most separating component of mobile advertising is (a) interactive and (b) personalization [4].
We can expect, mobile marketing to be more favorable to consumers for location-sensitive and time critical events. Since the mobile phone is profoundly individual gadget that permits an individual anywhere – anytime accessibility, therefore, mobile advertising must ensure more personalization to reach the target audience much effectively. And hence, depending on need, mobile advertising can be through three ways: permission-based, incentive based, or location-based [12].
Research framework is shown in Figure 1. This study is conducted by collecting primary data using an online survey.

Figure 1: research Framework

Following hypotheses are proposed:
H1: Entertainment has a positive association with Attitude towards Mobile Advertising.
H2: Informativeness has a positive association with Attitude towards Mobile Advertising.
H3: Irritation has a negative association with Attitude towards Mobile Advertising.
H4: Credibility has a positive association with Attitude towards Mobile Advertising.
H5: Convenience has a positive association with Attitude towards Mobile Advertising.

a. Design a structured non-disguised questionnaire containing customer’s demographic profile and measure estimated by using appropriate dichotomous and 5 point Likert scale questions.
b. Surveying based on Convenience Sampling
c. Application of statistical techniques by using SPSS or other tools
d. Checking the reliability of the various determinants mentioned (and other parameter included after exploratory research)
e. Analyze the results and further scope

1. Karjaluoto, H., Lehto, H., Lepp??niemi, M. and Mustonen, T. (2007), ‘Insights into the Implementation action of Mobile Marketing Activities’. International Journal of Mobile Marketing.
2. Kolter, P. Marketing Management. Englewood Cliffs, NJ: Prentice Hall, 2000.
3. Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer Attitudes toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce
4. Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research
5. Watson, C., McCarthy, J., & Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management
6. Zanot, E.J. Public attitudes toward advertising. In H.H. Keith (ed.), Advertising in a New Age: American Academy of Advertising Proceedings. Provo, UT: American Academy of Advertising, 1981.
7. Elliot, M.T., and Speck, P.S. Consumer perception of advertising clutter and its impact across various media. Journal of Advertising Research,
8. Schlosser, A.E.; Shavitt, S.; and Kanfer, A. Survey of Internet users’ attitudes toward Internet advertising. Journal of Interactive Marketing,
9. Bamba, F. and Barnes, J. (2007), ‘SMS advertising, permission and the consumer: a study’. Business Process Management Journal.
10. Jun, J. and Lee, S. (2007), ‘Mobile Media and its Impact on Consumer Attitudes towards Mobile Advertising’. International Journal of Mobile Marketing.
11. Jain, V., Pant, S. and Daswani, A. (2012) Mobile marketing: The emerging Indian perspective. International Journal of Mobile Marketing
12. Barnes, S. J. & Scornavacca, E. (2004). Mobile Marketing: the Role of Permission and Acceptance. International Journal of Mobile Communication.

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