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Determinants of young consumers' attitude towards mobile advertising in a technologically and a socially dynamic market

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  • Khurram Sharif

Abstract

The aim of this study was to evaluate the impact of affective and cognitive determinants of consumers' attitude towards mobile advertising in the Qatari mobile market which is going through a technological and a social change. The data were gathered using face-to-face and online questionnaire based survey from a sample of 18-24 year old Qatari consumers. A total of 256 questionnaires were collected out of which 227 became part of the data analysis. The results indicated that young consumers' attitude towards mobile advertising in Qatar was favourably influenced by perceived entertainment, degree of innovation, level of informativeness and social norms. At present, young consumers are not too concerned about permission-based mobile advertising as irritation is not a serious issue. Still, marketers need to be careful towards overwhelming or annoying the consumers with irrelevant and excessive mobile advertising.

Suggested Citation

  • Khurram Sharif, 2017. "Determinants of young consumers' attitude towards mobile advertising in a technologically and a socially dynamic market," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 8(1), pages 21-44.
    • Handle: RePEc:ids:ijemre:v:8:y:2017:i:1:p:21-44
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    Cited by:

    1. Miluska Murillo-Zegarra & Carla Ruiz-Mafe & Silvia Sanz-Blas, 2020. "The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    2. Maseeh, Haroon Iqbal & Jebarajakirthy, Charles & Pentecost, Robin & Ashaduzzaman, Md. & Arli, Denni & Weaven, Scott, 2021. "A meta-analytic review of mobile advertising research," Journal of Business Research, Elsevier, vol. 136(C), pages 33-51.

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