Marketing Critical Review

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A Critical Review of Melody M. Tsang, 2004, Consumer Attitudes Toward Mobile Advertising: An Empirical Study, Marketing Research Journal, Volume: 8, Issue: 3, Pages: 65-78 and Haghirian, 2005, Consumer Attitudes Toward Mobile Advertising: An Empirical Study investigation among Austrian users, Marketing Research Journal, Page :34

Melody M. Tsang and Haghirian conducted a study on consumer Attitudes toward Mobile Advertising. Melody studied the customer behavior based on Web advertising attitude module developed by Bracket and Carr, whereas Haghirian followed the critic stimulus features of various advertising media and their contents based on Roger’s and Thorson’s research paper. It is important to know the customer attitude towards mobile advertising as many people reacts differently with the content value of the message, cultural background and age. Both articles’ review were stressed into two different aspects where Melody M’s research was a comparison of customer satisfaction and whether the consumer has consented to it and what the impact of this aspect is. It was concluded that the there is a direct relationship between consumer attitudes and consumer behavior and it’s generally negative attitude unless it’s consented. On the other hand, Haghirian’s paper focused on a specific group of people who have the same cultural values (Austria). The study emphasizes on the aspect whether the value of the message can affect the consumer’s behavior as it was concluded that the advertising value and advertising message content have the largest impact on attitude toward advertising via mobile devices. The research aimed to investigate how mobile consumers perceive and evaluate mobile devices as a source of advertising as well as presents results of a survey on consumer attitudes toward advertising via mobile devices. To the extent that this research is exploratory, results of this study provide insights into the importance of recognizing mobile advertising and consumer attitude with. However several limitations must be considered in interpreting the study findings.

RESEARCH METHODOLOGY

Both articles required gathering relevant data from the specified documents and compiling databases in order to analyze the material and reach to complete understanding and historical reconstruction of the consumer attitudes towards advertising via mobile devices. In this topic, the research methodologies used in both studies are described. The geographical area where the studies were conducted, the study design and the population and sample are described. The instrument used to collect the data, including methods implemented to maintain validity and reliability of the instrument are also described. The analysis in the “Consumer Attitude toward Advertising via Mobile Devices – An Empirical Investigation among Austrian Users” was based on a consumer survey. For the purpose, a quota sample of 815 cellular phone users has been selected. The interviewed person has been selected on the basis of a quota sample that is representative for the Austrian population. These quotas are related to gender, age and education. The study was conducted in autumn 2003 over a six weeks period. For the investigation, a pre-tested standardized questionnaire has been applied for the face-to-face interviews. The interviews have been carried out by trained undergraduate students under the author’s supervision. Austria is one of the highest penetration rates of mobile phone users in Europe (Merrill-Lynch, 2002) therefore very suitable to execute the investigation on mobile marketing and advertising research. Whilst in the second article, “Consumer Attitudes toward Mobile Advertising: An Empirical Study”, the analysis also was based on a consumer survey. The field survey was conducted in 2002 by utilizing a questionnaire designed to collect data regarding consumer attitudes, intention and behaviour. The questionnaire was pretested on 30 individuals on April 20-30, 2002...
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