IMPACT OF MOBILE ADVERTISING ON CONSUMERS ATTITUDE

Abstract

The rapid increase and usage of mobile phones around the world has opened the door for a new age of marketing. The study looks into the consumer’s attitude on mobile advertising. Entertainment, information, credibility and irritation were taken as independent variables. The questionnaire was made on a 5 point Likert scale. 40 questionnaires were distributed to two cities, Karachi and Quetta. Pearson Correlation test was applied in this study. The results showed that entertainment, information and credibility were positively related to mobile advertising. Irritation was negatively related to mobile advertising. More variables are needed to be considered for future research.