Tri Dinh Le, Tri Dinh Le and Ho Nguyen, Bao Tran
(2014)
Attitudes Toward Mobile Advertising:
A Study Of Mobile Web Display And
Mobile App Display Advertising.
Asian Academy of Management Journal (AAMJ), 19 (2).
pp. 1-17.
ISSN 1394-2603
Abstract
The rapid development of smartphones has resulted in the increasing use of mobile
devices to deliver advertisements for products and services. Many firms in Vietnam have
invested numerous resources in this field, and an in-depth understanding of mobile
advertising is necessary to develop a successful mobile advertising strategy. Based on the
existing literature regarding attitudes toward mobile advertising, a questionnaire was
constructed to illustrate the factors affecting consumer attitudes toward advertisements
on the mobile web and mobile applications. A survey of 206 participants was conducted
in this study using the convenience sampling method. The findings of this study show that
although many users do not have positive feelings toward advertising, they cannot ignore
the importance of mobile advertising. If mobile advertisers can present credibility and
entertainment in their advertisements, consumers are willing to view the ads and be
influenced to buy products and services. Implications and suggestions for further studies
are also provided in this study.
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