Customer attitude towards mobile advertising-An empirical study

The technology revolution started in the last phases of the twentieth century is still continuing in an even faster pace. The transformation of consumer behavior have made the consumer of today unpredictable. Consumers now are blessed with a plethora of products with most modern technology. This over abundance of products has intensified the competition in the market. The traditional advertising which ruled the field of marketing is now clueless with regard to its effectiveness. The companies find it difficult to address to their targets due the increasing clutter in all the media. Marketing innovation and personalization has become need of the hour. The internet penetration in India has increased multifold, thanks to smartphone revolution. The surge in smartphone as well as the mobile usage in India has provided with a new opportunity for companies to communicate with the consumers. A vast majority of consumers possess at least a low end mobile phone. Companies ranging from manufacturing to services are leveraging this to attract and retain their customer base. Mobile marketing has now become an inevitable component in the IMC. Even though Mobile Advertising is in its infancy but it is fastly getting recognized as another tool in promotion mix of the companies. This paper tries to analyse the influence of entertainment, informativeness and credibility of advertising messages on customer attitude towards mobile advertising.