AN EMPIRICAL STUDY OF FACTORS AFFECTING USE OF MOBILE ADVERTISING

Abstract

The heightened interest toward mobile advertising recently observed among academic and industry circles has led to the need for the formulation of a simple yet comprehensive conceptual framework to ascertain the key factors affecting the use and potency of current as well as future endeavors in the realm of mobile advertising. A number of attempts have been made by the academia as well as industry practitioners to lay out an intuitive conceptual model to analyze this exciting and innovative field of technologybased marketing. This paper delineates the results of an empirical study conducted to evaluate a conceptual model and the strength of the hypotheses around the model. The results of the survey have proven the conceptual model in the respective areas of Consumer, Message, and Media at a statistically significant level. This proposed Conceptual Model/Framework can serve as a solid base for the evaluation of the critical success factors for a marketworthy mobile advertising strategy.