Consumer attitudes toward mobile advertising: an empirical study

ABSTRACT: The rapid proliferation of mobile phones and other mobile devices has cre-ated a new channel for marketing. The use of Short Messaging Service to access custom-ers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. An instrument for measuring attitudes toward mobile advertising is developed. The results of a survey indicate that (1) consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it, and (2) there is a direct relation-ship between consumer at titudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission. KEY WORDS AND PHRASES: Consumer at titudes, electronic commerce, mobile advertising, mobile commerce. The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to deliver advertisements for products and services. Short Messaging Service (SMS), in particular, has been very successful. A series o