Determinants of Attitude of Customers towards Mobile Advertisement
No Thumbnail Available
Date
2016-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The rapid increase in the usage of mobile phones in Ethiopia is not only offering
channels of communication and interactivity to companies but also significantly
influencing the ways in which organizations conduct their businesses and marketing
activities. Mobile advertising, particularly in the form Short Messaging Service (SMS),
has become one of the most popular channels of communicating with customers due to
its ability to advertise in a time, location, and personalized manner. The purpose of this
study is to investigate the factors that affect consumer‟s attitude towards mobile
advertising on students of Addis Ababa University. The result will help bridge the
knowledge gap regarding the determinants of customer attitude towards mobile
advertising and how consumers‟ feel this advertising channel to provide the industry and
academia with valuable insight. This study has been mainly adopted from Brackett and
Carr (2001) model. The focused factors were entertainment, informativeness, credibility,
irritation, incentive, personalization and clarity. The study employed cross-sectional
survey design and the data required for this study were gathered using a structured
questionnaire as well as focus group discussion and the instrument is proved valid and
reliable. 382 copies of the questionnaire were administered to University students and
365 copies were retrieved and used for analysis. Multi-stage sampling technique was
used to select the respondents for this study. Correlation analysis was used to test the
stated hypothesis and multiple regression was used to determine the predicting power
of each variable. Accordingly, the findings proved that there is a significant relationship
between independent variables (i.e., entertainment, informativeness, credibility,
irritation, personalization and clarity) and the dependent variable (i.e., consumer
attitudes toward SMS advertising). Entertainment has the strongest relationship with
attitude of customers towards mobile advertising followed by informativeness. However,
the variable „incentive‟ has shown insignificant relationship
Description
Keywords
businesses, marketing activities, Mobile advertising