Factors influencing acceptance of mobile advertisement

The rapid development of mobile technologies and the high penetration of mobile subscribers in the world have created a new innovative channel for marketing and transmitting the advertising messages to customers via mobile devices.The mobile phone is one of the few devices, which people carry all the day and allows people to stay informed, gather information and communicate with others without being tied to a physical location. These characteristics offer significant opportunities for marketers to reach customers at anytime and anyplace.The growth of mobile advertising in recent years requires that researchers and marketers understand consumer perceptions of this form of advertising.The aim of this study is to examine factors influencing consumer’s acceptance of mobile advertisement. From this point of view, it was aimed in the study to investigate some primarily variables having roles in creating an attitude towards mobile advertisements and then the effect of positive attitude were investigated on acceptance or rejection of these advertisements. In the direction of the purpose of the study, questionnaire was administered to the personnel of Islamic Republic of Iran Broadcasting . According to the results, the attitude towards mobile advertisement has impact on the acceptance- rejection of mobile advertising.

کلیدواژه ها:

Mobile Advertisement ، SMS Advertisements ، Mobile Marketing ، Advertising messages