Asian Research Thesis Index

Abstract

The study is conducted to analyze the students' Attitudinal Shift towards Advertising through Mobile Phones.
Mobile technologies imply many opportunities for marketing, in particular a direct communication with
consumers without time or location barriers. However, some aspects of mobile marketing such as mobile
advertising still require further research. The diffusion of mobile technologies is considered a factor that may
impact consumers' perceptions and behavior. Samples of 300 students froth the universities and colleges of
Islamabad / Rawalpindi of various age groups, academic level, and gender was taken. Four variables such as;
information, entertainment, irritation and credibility, based on the student attitudes, were selected and
measured on 5 point Likert scale.
The results indicate that almost 53 % students enjoy the SMS and take it as entertainment, 51% receive only
specific information as and when required. 39% feel irritation upon receiving any SMS on their mobiles phones,
whereas, 40% even don't bother to read the full text message, received on their mobiles. Overall 59.7% students
like mobile advertising. It can be concluded that the students generally have positive attitude towards mobile
advertising. Entertainment and information are considered main factors which affect students' attitudes
towards SMS-based mobile advertising. The attitude towards advertising contrast between two genders bias
and as per result male students enjoys mobile advertising; where as majority of the female students were
irritated from the mobile advertising.
The results of this research are helpful for management to better understand the critical components of mobile
advertising in different cultural settings.

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