Mobile Advertising: An Antecedent for Customer Purchase Intention of Clothing Materials among Female Students of Public Universities in Ekiti State

Abstract

IntroductionNeedless to say, now-a-days advertisement has made a prominent place for itself in the promoting purpose of products and services (Arshad, Noor, Noor, Ahmad and Javed 2014). It is has gained popularity as a communication tool. It is difficult to find the name of business which has gained popularity without investing much n advertisement Hussainy (2008). Mass media is becoming indispensable in individual lives, like television, internet, radio, videos, bill boards, magazine, newspaper and other mediums. Marketers consider advertising as the best way to communicate consumers and convince them towards their product, service on any other idea. It is well-known for its broader exposure and considered as long-lasting tool to set image on consumers mind regarding any idea or product. With the advancement of technology, commerce, Mobile Advertising has become an omnipresent tool. The popularity becomes more due to the sign of the mobility (Barnes, 2002). Le and Nguyen (2014), also highlighted how Mobile advertising communicates with the target audiences via a handset. Many studies, reports like Mobithinking (2013) see future in mobile advertisements. According to Kemp (2012), huge amounts of (2.1 billion) advertisements are being served with mobile. It has able to cover a huge range of audience based on their ages, locations and professions (Wilska, 2003). Bauer, Reichardt, Barnes& Neumann (2005), highlighted many effectiveness of mobile advertising compared to other means of advertisements. Kotler (2006), called it away to create more brand image and education of people. Altuna and Konuk (2009), discussed advantages of wireless technology as it helps in integration purpose. Hence, with the trend toward direct, one-to-one marketing, more attention is being paid to the use of the mobile channel as a means of effectively advertising to consumers. To many people, a mobile phone is seen as one of the few remaining inviolate personal spaces which they can use to communicate and socialize and, at the same, they can still maintain the control over the use of their mobile phones (Plavini & Durgesh, 2011). In this regard, marketers should take into account consumers' needs for security and privacy when designing a marketing plan. The marketers should maintain a balance between engaging consumers in their marketing mix and achieving the objectives of their marketing plan. In order to achieve this objective, the marketers must understand the factors, such as incentives and consumer attitudes, which affect consumer acceptance of advertisements via mobile phone (Plavini & Durgesh, 2011).