Title: Consumer Attitudes towards Mobile Advertising
The advertising industry is a lucrative business in Malaysia (Kwek, Tan & Lau, 2010). According to Yuqing and Guangjun (2010), mobile marketing increases quickly because of the popularity of smart portable devices and advances in wireless technologies.
Besides that, the study of attitudes toward advertisements is one of the important concepts in research on marketing and information systems (Blanco, Blasco & Azorín, 2010). Friman (2010) also stated that there are different types of content include Short Message System (SMS), Multimedia Messaging Service (MMS), mobile applications, mobile websites and web banners as well mobile TV. SMS messages have been generally used in mobile advertising (Wong, 2010).
Jamieson, Phau, and Dix (2010) said that the growth and potential of SMS advertising represents significant opportunities for marketers to reach consumers in the digital age. Mobile advertising not only involves advertising messages, but also involves the Mobile Electronic Commerce (MEC) which known as mobile e-business is a business transaction approach in which activities exclusively or partly depends on mobile e-commerce (Mir, 2011).
Li, Kwek, Tan and Keoy (2012) mentioned that there are more and more modes being used for the interactive advertising, thus there is a need to measure the effectiveness of Internet advertising. Because of that, positive attitudes towards mobile advertising are important to improve the effectiveness of internet advertising.
Informativeness and entertainment found to be the most important variables in the relation between content and consumer attitude toward mobile marketing (Patat, 2011). According to Saadeghvaziri and Hosseini (2011), besides the informativeness and entertainment, it has other positive attitudes toward mobile advertising like personalization, nonirritating, credibility, and monetary benefit.