International Journal of Business and Economics Research
Volume 4, Issue 6, December 2015, Pages: 281-292
Received: Sep. 30, 2015;
Accepted: Oct. 19, 2015;
Published: Oct. 28, 2015
Views 6981 Downloads 269
Sheikh Majedul Huq, Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh
S. M. Shahedul Alam, Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh
Md. Nekmahmud, Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh
Mst. Shuly Aktar, Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh
S. M. Shamiul Alam, Farm Power and Machinery, Bangladesh Agricultural University, Mymensingh, Bangladesh
In the age of information communication technology (ICT) uses of mobile phone or cell phone is increasing and business environment of Bangladesh is becoming more competitive day by day. Most of the companies strive to maximize their sales volume and use advertisements to promote their products and services. The main objective of the study is to examine the customer’s attitude towards mobile advertising in Bangladesh. Through which marketers can scan the real scenario about the customer’s attitude towards the mobile advertising. The study, descriptive in nature, has been conducted based on primary and secondary data. A conceptual framework has been designed to conduct the research. That is hypothesized on the five independent variables, these are: entertainment, informativeness, irritation, credibility and incentive have influenced on attitude towards mobile advertising. The study has been conducted among 130 respondents over fourteen (14) years old in Bangladesh, who own a cell phone. The survey questionnaire has been included 21 attitude measurement questions designed under seven (7) points semantic differential scale. The collected data have been analyzed by using factor analysis and multiple regression analysis through the SPSS 20.0 version. The study also shows that companies taking permission from only 17% of respondents sending mobile advertising. Most of the customers would like to receive mobile advertising in the morning and night. The factor analysis of the study also divided the predictors into six different factors those can be used for the further study. Customer’s attitude towards the mobile advertising has explained 69.8% by the independent variables were entertained, informativeness, credibility and incentive have positive and irritation has negative influence on consumer attitude. It can help to take proper business decisions and making suitable competitive strategies about effective business communication and advertisement which can ensure its long term sustainable economic development in the competitive business world.
Sheikh Majedul Huq,
S. M. Shahedul Alam,
Mst. Shuly Aktar,
S. M. Shamiul Alam,
Customer’s Attitude Towards Mobile Advertising in Bangladesh, International Journal of Business and Economics Research.
Vol. 4, No. 6,
2015, pp. 281-292.
Aaker, D. A., & Bruzzone, D. E. (1985). Causes of irritation in advertising. The journal of marketing, 47-57.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
Alhrezat, R. S. (2013). Factors affecting consumer‘s attitude toward mobile marketing. European Journal of Business and Management, 5(8), 125-135.
Altuna, O. K., & Konuk, F. A. (2009). Understanding consumer attitudes toward mobile advertising and its impact on consumers behavioral intentions: A crossmarket comparison of united states and turkish consumers. International Journal of Mobile Marketing, 4(2).
Barnes, S. J., & Scornavacca, E. (2004). Mobile marketing: the role of permission and acceptance. International Journal of Mobile Communications, 2(2), 128-139.
Barnes, S. J., & Scornavacca, E. (2008). Uncovering patterns in mobile advertising opt-in behaviour: a decision hierarchy approach. International Journal of Mobile Communications, 6(4), 405-416.
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181-192.
Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The Consumer View (Harvard University, Graduate School of Business Administration, Division of Research, Boston, MA.).
BOSE, T. K., NAHID, A. A., Islam, M. T., & Saha, R. K. (2010). SMS Advertising and Its prospects in Bangladesh. Journal of Theoretical & Applied Information Technology, 11.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of advertising research, 41(5), 23-32.
Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand. International Journal of Advertising, 26(1), 79-98.
Choi, S. M., & Rifon, N. J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of Interactive Advertising, 3(1), 12-24.
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206-216.
Daugherty, T., Logan, K., Chu, S. C., & Huang, S. C. (2008). Understanding consumer perception of advertising: A theoretical framework of attitude and confidence. In American Academy of Advertising. pp. 308-313.
Dawar, S., & Kothari., A. (2013). A study of consumer attitude towards advertising through mobile phones. Tirpude’s National Journal of Business Research, 4(2).
Dickinger, A., Haghirian, P., Murphy, J., & Scharl, A. (2004, January). An investigation and conceptual model of SMS marketing. In System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference on (pp. 10-pp). IEEE.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-35.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Grant, I., & O’Donohoe, S. (2007). Why young consumers are not open to mobile marketing communication. International Journal of Advertising, 26(2), 223-246.
Haghirian, P., & Dickinger, A. (2004). Identifying success factors of mobile marketing. ACR Asia-Pacific 2004 (Association of Consumer Research).
Haghirian, P., & Inoue, A. (2006). An advanced model of consumer attitudes toward advertising on the mobile internet. International Journal of Mobile Communications, 5(1), 48-67.
Haider, I (2012). Prioritization of Factors Affecting Consumer attitude towards Mobile Advertisement: A Study of Pakistani Youth.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
Kalakota, R., Robinson, M., & Kalakota, D. R. (2002). M-Business: the race to mobility (pp. 3-4). New York, NY: McGraw-Hill.
Katterbach, W. (2002). Die SMS – VerKaufer. Impulse, February Ist, 6.
Kotler, P. (2006). Marketing management: A south Asian perspective. Pearson Education India.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Le, T. D., & Nguyen, B. T. H. (2014). Attitudes toward mobile advertising: A study of mobile web display and mobile APP display advertising.
Luxton, S., Mahmood, U., & Ferraro, C. (2009). Mobile phone marketing: challenges and perceived attitudes. In Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009 (Mike Ewing and Felix Mavondo 30 November 2009 to 2 December 2009) (pp. 1-11).
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.
Mobile Advertising Definition Investopedia http://www.investopedia.com/terms/m/mobileadvertising.asp#ixzz3keCAhd4s.
Mobithinking. (2013, 22 January). Blog: Mobile advertising statistics 2013. Retrieved from Mobithinking website: http://mobithinking.com/blog/mobile-advertisingstatistics-2013.
Okazaki, S. (2005). External search, content credibility and intrinsic gratifiers influencing attitude toward wireless ads. Asia Pacific Advances in Consumer Research, 6(7), 5-12.
Punyatoya, P., & Durgesh, P (2011). Attitude towards Mobile Advertising: A Study of Indian Consumers.
Rip, A. and Kemp, R. (1998). ‘Technological Change’, in S. Rayner and E. L. Malone (eds) Human Choice and Climate Change. Columbus, OH: Battelle Press.
Rittippant, N., Witthayawarakul, J., Limpiti, P., & Lertdejdecha, N. (2009). Consumers' perception of the effectiveness of Short Message Service (SMS) and Multimedia Message Service (MMS) as marketing tools. Proceedings of World Academy of Science: Engineering & Technology, 53, p815.
Rohm, A. J., Gao, T. T., Sultan, F., & Pagani, M. (2012). Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing. Business Horizons, 55(5), 485-493.
Saeed, R., Lodhi, R. N., Khan, M. Z., Akbar, A., Mahmood, Z., & Ahmad, M. (2013). Consumer Attitude Towards Advertisement via Mobile. World Applied Sciences Journal, 26(5), 672-676.
Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic commerce research and applications, 4(2), 159-173.
Schiffman, L. G., Hansen, H., & Kanuk, L. L. (2008). Consumer behaviour: A European outlook. Pearson Education.
Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of advertising research, 38(4), 7-22.
Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376-396.
Sultan, F., & Rohm, A. (2005). The coming era of" brand in the hand" marketing. MIT Sloan Management Review, 47(1), 83.
Tedeschi, B. (2007). Reaching more customers with a simple text message. The New York Times, 16 July, http://www.nytimes.com/2007/07/16/business/media/16ecom.html, Retrieved from 16th July, 2009.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Varshney, U. (2003). Location management for mobile commerce applications in wireless internet environment. ACM Transactions on Internet Technology (TOIT), 3(3), 236-255.
Wiedemann, D. G., Palka, W., & Pousttchi, K. (2008, July). Understanding the determinants of mobile viral effects-towards a grounded theory of mobile viral marketing. In Mobile Business, 2008. ICMB'08. 7th International Conference on (pp. 323-333). IEEE.
Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9.
Zabadi, A. M. A., Shura, M., & Elsayed, E. A. (2012). Consumer attitudes toward SMS advertising among Jordanian users. International Journal of Marketing Studies, 4(1), p77.
Zanton,E.(1981). Public attitudes toward advertising, in Hunt, K. (ed.).Advertising in a NewAge , Proeceedings of the Annual Conference for the American Academy of Advertising, Brigham Young University Press, Provo, pp. 141 – 146.