Mobile Users' Attitudes toward Mobile Advertising in Vietnam: A Study of Mobile Web Display Advertising and Mobile App Display Advertising

Abstract

The rapid development of smartphones has resulted in the increasing use

of mobile devices to deliver advertisements for products and services. Mobile web and mobile application has become a potential advertising channel. Many firms in Vietnam have invested numerous resources in this field and a wise understanding of mobile advertising is necessary to develop a successful mobile advertising strategy. Based on the existing literature about attitudes toward mobile advertising, a questionnaire is constructed to illustrate the factors affecting consumer attitudes toward advertisements on mobile web and mobile application. Informativeness, Credibility, Entertainment, Irritation and demographic characteristics are factors studied in this research. More than two hundred people participated in this research by using convenience sampling method. The findings of this study showed that although many consumers do not have good feelings toward advertising, they cannot ignore the importance of mobile advertising. If mobile advertisers can present credibility and entertainment in their advertisements, consumers will be willing to see the ads and intent to buy products and services. The results also indicated that demographic characteristics have somewhat relationships with attitudes towards mobile advertising. Thus it is not good idea to use mobile advertising to advertise for target segments that have extremely aversion of mobile advertising.