What is it about?

The objective of the study is to determine the major factors influencing consumers’ attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. Yet, the way antecedents of attitudes affect attitudes are quite similar between SMS and mobile application advertisements.

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Why is it important?

With the increasing ownership of mobile devices, mobile advertisements are increasing in popularity and significance. Within this important field of study most literature focuses on SMS ads only. Distinguishing from the available literature, this study offers a comparison of different mobile advertisement types and incorporates mobile application ads, which have been mostly overlooked so far.

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This page is a summary of: A comparative study on attitudes towards SMS advertising and mobile application advertising, International Journal of Mobile Communications, January 2017, Inderscience Publishers,
DOI: 10.1504/ijmc.2017.10005357.
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