Factors in fluencing users attitude toward mobile advertising in the city of Isfahan

Abstract

Consumers are living within a media saturated environment, which limits the effectiveness of advertising. This has led to advertising clutter, most prevalent in traditional mass media. The advertising clutter has resulted in marketers moving their advertising focus toward less cluttered mediums, such as mobile advertising. Mobile advertising allows companies to specifically target the right consumers by looking at age, gender and geographic regions etc. Being able to advertise to such a specified target group is an advantage for companies, however the question remaining is how consumers perceive this form of specific targeting advertising. This study was conducted with the aim of identifying the customers' attitudes toward mobile advertising and factors affecting their attitudes.Quantitative data has been collected through a questionnaire. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analyzed using SPSS and Amos. findings shows attitude towards advertising has great impact on attitude towards mobile advertising.