How to Advertise in 5 Inches or Less : A Qualitative Study Towards Mobile Advertising

Background: With the adoption of smartphones, a new mean of communication emerged for businesses, calling for deep knowledge on how to leverage this profitable direct-link to consumers. However, previous literature has mainly studied the subject from a quantitative standpoint with a theoretical foundation built on traditional advertising, hence, not studying the subject on its own. It is therefore relevant to study the topic from the ground up, exploring users perspective on main factors driving their attitudes towards mobile advertising.Purpose: To explore consumer attitudes toward mobile advertising.Methodology: A qualitative exploratory study based on 4 focus groups, sampled through convenience sampling and analysed using direct content analysis.Conclusion: Findings indicate that, mobile advertising lack credibility, which drives negative attitudes and that entertainment was non-present in mobile advertising. Perceptions expressed a vast element of irritation and that informativeness depends on the relevance of ads forming the outcome of attitude. Additionally, personalization emerged as a component influencing the majority of the studied factors, and consequently suggested to be further studied as a factor on its own