Predictors of Attitudinal Outcomes in Mobile Advertising in Sri Lanka: An Emerging Market

Abstract

Mobile media has been rapidly evolving in the market with novel technological features. It has captured the advertising field in a revolutionary manner. Unlike in developed countries mobile media is less popular in developing countries. This study has been designed to explore the Sri Lankan consumers' attitudes towards mobile advertising. Self-administrative questionnaire was applied to collect data and 413 valid responses were gathered. The results show that, i) Demographics (age, family income) and ii) Experience with internet advertisements are predictors of attitude towards mobile advertising. Experience with internet advertisements has significant moderating effect on attitude on mobile advertising.

A comparative study between mobile and paper coupons

“…A significant portion of the previous coupon studies focused on coupon-related factors, socio-economic factors, socio-demographic factors, coupon proneness, privacy, mobile content service usage, mobile coupon application, SMS-based coupons, mobile ads, advertising format, mobile coupon services, brand loyalty, cross-cultural studies, segmented studies (such as fast food, dining restaurants and retail stores), coupon proneness, and mobile coupon sharing on social network sites [11,18,19,20,21,22]. None of these studies conducted a comparative analysis of consumers' perceptions between paper and mobile coupons.…”