Toward Effect of Digital Advertisement on Mobile Users in Middle East

Ismail Salamah and Heng Ma

International Journal of Business Administration, 2017, vol. 8, issue 7, 49-56

Abstract: Nowadays smart-phones are the part of daily life for around the worlds but when user is using the smart-phone service over internet to collect the information or to use other services, there are lots of advertisement pops up on the screen that effect the users in many ways. The purpose of this study was to find out the effectiveness of the mobile advertisement on the consumer behavior in Middle East and reaction over advertisement, that how different people would act or what would be their response upon receiving the mobile advertisement. However, the use of smart phone advertisements in Middle East has not reached the expectations due to several factors. To complete the task, data was collected through questionnaire and this questionnaire was distributed among 300 people that means the sample size was 300. To interpret and analyze the data, Correlation and regression analysis were used where the results showed that the consumers generally have negative attitude toward the mobile advertisement unless the advertisers had specifically taken the consent of the consumer. The relation is both positive and negative and could vary according to the conditions.

Keywords: consumer behavior; effective advertisement; mobile advertisement; positive and negative impact (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:8:y:2017:i:7:p:49-56

DOI: 10.5430/ijba.v8n7p49

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