Customer’s Attitude Towards Mobile Advertising in Bangladesh

Abstract

In the age of information communication technology (ICT) uses of mobile phone or cell phone is increasing and business environment of Bangladesh is becoming more competitive day by day. Most of the companies strive to maximize their sales volume and use advertisements to promote their products and services. The main objective of the study is to examine the customer's attitude towards mobile advertising in Bangladesh. Through which marketers can scan the real scenario about the customer's attitude towards the mobile advertising. The study, descriptive in nature, has been conducted based on primary and secondary data. A conceptual framework has been designed to conduct the research. That is hypothesized on the five independent variables, these are: entertainment, informativeness, irritation, credibility and incentive have influenced on attitude towards mobile advertising. The study has been conducted among 130 respondents over fourteen (14) years old in Bangladesh, who own a cell phone. The survey questionnaire has been included 21 attitude measurement questions designed under seven (7) points semantic differential scale. The collected data have been analyzed by using factor analysis and multiple regression analysis through the SPSS 20.0 version. The study also shows that companies taking permission from only 17% of respondents sending mobile advertising. Most of the customers would like to receive mobile advertising in the morning and night. The factor analysis of the study also divided the predictors into six different factors those can be used for the further study. Customer's attitude towards the mobile advertising has explained 69.8% by the independent variables were entertained, informativeness, credibility and incentive have positive and irritation has negative influence on consumer attitude. It can help to take proper business decisions and making suitable competitive strategies about effective business communication and advertisement which can ensure its long term sustainable economic development in the competitive business world.

Mobile advertising: A systematic literature review and future research agenda

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“…Selain itu, penelitian dari Majedul Huq (2015) yang meneliti tentang consumers' attitude towards mobile advertising di Bangladesh juga mendukung hasil penelitian ini. Perbedaan penelitian Majedul Huq (2015) dengan penelitian ini adalah pada jumlah dimensi yang digunakan untuk viral marketing message ada lima yaitu perceived entertainment, credibility, reward, technological familiarity, dan message frequency, sedangkan pada penelitian ini hanya ada empat dimensi yaitu informativeness, entertainment, irritation, dan source credibility.…”