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Consumer Attitudes toward Mobile Advertising: With Special Reference to Fast Food Industry.

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dc.contributor.author Wijesundara, C. B.
dc.contributor.author Hennayake, H. M. G. Y. J.
dc.date.accessioned 2017-12-07T08:08:22Z
dc.date.available 2017-12-07T08:08:22Z
dc.date.issued 2017
dc.identifier.citation Wijesundara, C. B., and Hennayake, H. M. G. Y. J. (2017). Consumer Attitudes toward Mobile Advertising: With Special Reference to Fast Food Industry. 8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. p.58. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/18428
dc.description.abstract The rapid proliferation of mobile phones has created a new channel for mobile marketing. The use of Short Messaging Service to access customers through mobile devices is gaining popularity. In Sri Lanka, most of fast-moving food companies are using Short Messaging Service to reach their customers. However, little has been done to investigate the attitudes towards SMS as an advertising tool. Therefore, the purpose of this study is to examine the factors influence on consumer attitudes toward mobile advertising. Data was collected through a sample of 200 respondents from Colombo District. A deductive approach was employed to construct the conceptual framework, and accordingly, hypotheses were formed. The hypotheses were tested using Co-relations. Findings revealed that credibility and permission-based advertising of the mobile advertisements have a greater impact on consumer attitude towards mobile advertising. Managerial implications and the research propositions were suggested for the mobile marketing sphere at the conclusion. en_US
dc.language.iso en en_US
dc.publisher 8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. en_US
dc.subject Consumer Attitudes en_US
dc.subject Fast Food Industry en_US
dc.subject Mobile Advertising en_US
dc.subject Short Messaging Service en_US
dc.title Consumer Attitudes toward Mobile Advertising: With Special Reference to Fast Food Industry. en_US
dc.type Article en_US


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