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

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  • Vilasini De Silva
  • Jun Yan

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.

Suggested Citation

  • Vilasini De Silva & Jun Yan, 2016. "Predictors of Attitudinal Outcomes in Mobile Advertising in Sri Lanka: An Emerging Market," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 129-144, June.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:129-144
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    Cited by:

    1. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    2. Kurtz, Oliver T. & Wirtz, Bernd W. & Langer, Paul F., 2021. "An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 69-85.

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    More about this item

    Keywords

    mobile advertising; demographics; experience with Internet advertisements; attitudes towards mobile advertisements;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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