Role of Mobile Marketing on User’s Attitude: Survey of factors affecting Mobile Marketing effectiveness in Udaipur City

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Dr. Tarannum Hussian , Prof. Hanuman Prasad


Today’s media saturated environment, limits the effectiveness of advertising and creating a clutter, due to prevalent traditional mass media. This advertising clutter and dramatic change in mobile technology has resulted in marketers moving their advertising focus toward less cluttered medium, known as mobile advertising Regardless of the enormous marketing potentials of customized and interactive marketing messages of mobile marketing, academic research in this field is still in its early stages. A strong urge for empirical research is uttered by academicians and practitioners. Thus this study was conducted with the aim of identifying the customers' attitudes toward mobile advertising and factors affecting their attitudes. Quantitative data has been collected through a structured questionnaire. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analyzed using SPSS and Amos. Findings shows attitude towards advertising has great impact on attitude towards mobile advertising.

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