Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study

Mobile advertising has gained substantial momentum in the past decade as it is expected to surpass more than 100 billion dollars in the near future. However, this domain seems to be insufficient in empirical testing. Hence, the aim of the current research was to empirically examine the determinants of mobile marketing having impact on consumers' attitude. These factors were also mediated by emotional value in order to accomplish consumers' related behavioral outcomes. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from 343 university going student as respondents. The Partial Least Square (PLS) two-step path modeling was used to test the direct and indirect hypotheses. The results indicate that mobile advertising unique features (i.e., timeliness and personalization) directly and indirectly impact consumers' attitude through emotional value. On the contrary, localization element of mobile advertising has been found insignificant in influencing consumers' attitude. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future research recommendations are discussed consequently.