Effect of Consumer Attitude toward Newly Launched Mobile Phones Advertising

Abstract

The objective of this research was to identify the variables affecting consumer attitude towards mobile advertising of newly launched mobile handsets. This includes the study of influence of informativeness, entertainment, credibility, and personalization on the attitude of consumers towards mobile advertisements. Primary data was collected from a sample size of 108 respondents through the use of a structured questionnaire that employed a five-point Likert scale. The sample included the customers who were exposed to mobile advertising of mobile handsets. Analysis of data was done with the help of statistical tools like descriptive statistics, reliability test, correlation analysis and regression analysis. From the analysis conducted, it is evident that there was a positive and significant relationship between informativeness, entertainment, credibility and personalization with consumers' attitude towards mobile advertising. In this regard, informativeness and credibility proved to be more influential factors when it comes to consumer perception than entertainment and personalization, although all four play a part in shaping the consumer's attitude. It can be concluded from this research that mobile advertisement affects consumer attitudes towards new mobile phones being introduced into the market. The results obtained revealed that informativeness, entertainment, credibility and personalization have a positive impact on consumer perception of mobile advertisements. The findings suggest that marketers should focus on developing mobile advertisements that are informative, engaging, credible, and personalized in order to improve consumer attitudes and increase the effectiveness of mobile advertising campaigns for newly launched mobile phones.