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

Vilasini De Silva and Jun Yan

International Journal of Marketing Studies, 2016, vol. 8, issue 3, 129-144

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.

Keywords: mobile advertising; demographics; experience with Internet advertisements; attitudes towards mobile advertisements (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:129-144

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