Consumer Attitudes toward Mobile Advertising in India

The Role of Personalization

Abstract

Mobile phones happen to be one of the gadgets that has attained rapid proliferation among people. Marketers have realized the immense potential this gadget possesses to reach their target consumers and have started using mobile phones as a medium to communicate with their customers. This study is carried out with an objective to examine the factors that affect the attitude of customers towards mobile advertising in India with particular emphasis on personalization. Data was collected from 200 respondents selected from all over India who were aged 18 years and above and use mobile phones. The results of regression and SEM analysis proved that personalization, entertainment, irritation and informativeness have significant influence on attitude and attitude, then, influences the intention to purchase. However, credibility was not found to have any significant influence on attitude.