| dc.description.abstract | Mobile advertising is a main research concern among marketers as well as researchers. The mobile advertising will be a boom to online advertising which is a rapidly growing sector offering opportunities for brands, agencies and marketers to connect with consumers in direct way through their mobile phones. In the contemporary world these day, mobile phones not only use for making and receiving common calls like SMS,MMS, Photo, Audios, Videos and some Web, but also be considered as a tool marketing in order to reach the customers.
Besides, mobile phone is the best part in mobile advertising which is an extremely personal device. While youth customers are a targeted segment because they are the first generation to have grown up entirely in the Internet era. These young adults are comfortable with apps, smartphones, social media, and other technological devices. The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a promising direct marketing channel empowered by the Web’s interactive and quick-response capabilities. The present research investigates the factors that will affect consumer attitudes toward mobile advertising in Vietnam and their effects on mobile advertising acceptance.
The results of survey indicate that information, personalization, perceived usefulness and entertainment are key antecedents of young consumes attitude toward mobile advertising. Moreover, entertainment can decrease the irritation value. The original
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research also shows that social norms is a key factor for young generation’ mobile advertising acceptance. Regards to methodology, target populations are people living in Ho Chi Minh City. 400 respondents are requested to do questionnaires survey in both online and offline channels. Almost all of them are students in International University and the staff in Brand 2 Agency.
After we had collected data, the findings should be evaluated basing on the level of influence on attitude toward mobile advertising, thus compared to prior researches.
In initial, the study proposed five independent factors causing impacts on attitude toward mobile advertising, which are irritation, perceived usefulness, entertainment, information and personalization. It was, however, concluded that only perceived usefulness, information and personalization had positive influence on the attitude toward mobile ads while entertainment was showed having negative influence on this factor. Unlike previous study, irritation was demonstrated have no effect on mobile advertising’s attitude. This research suggests hands-on implications for marketer as well as managers concerned about mobile advertising campaigns for young generation. Marketer should control the frequency of messages being sent in order to prevent from generating the irritated feeling for consumers. They can enhance attitude by personalizing messages, providing the useful information, and adding more entertaining value.
Keywords: Mobile service, attitudes, irritation, perceived usefulness, entertainment, personalization, information, young generation.
Paper type: Research paper. | en_US |
