Determinants Of Attitude Of Customers Towards Mobile Advertisement

The rapid increase in the usage of mobile phones in Ethiopia is not only offeringrnchannels of communication and interactivity to companies but also significantlyrninfluencing the ways in which organizations conduct their businesses and marketingrnactivities. Mobile advertising, particularly in the form Short Messaging Service (SMS),rnhas become one of the most popular channels of communicating with customers due tornits ability to advertise in a time, location, and personalized manner. The purpose of thisrnstudy is to investigate the factors that affect consumer‟s attitude towards mobilernadvertising on students of Addis Ababa University. The result will help bridge thernknowledge gap regarding the determinants of customer attitude towards mobilernadvertising and how consumers‟ feel this advertising channel to provide the industry andrnacademia with valuable insight. This study has been mainly adopted from Brackett andrnCarr (2001) model. The focused factors were entertainment, informativeness, credibility,rnirritation, incentive, personalization and clarity. The study employed cross-sectionalrnsurvey design and the data required for this study were gathered using a structuredrnquestionnaire as well as focus group discussion and the instrument is proved valid andrnreliable. 382 copies of the questionnaire were administered to University students andrn365 copies were retrieved and used for analysis. Multi-stage sampling technique wasrnused to select the respondents for this study. Correlation analysis was used to test thernstated hypothesis and multiple regression was used to determine the predicting powerrnof each variable. Accordingly, the findings proved that there is a significant relationshiprnbetween independent variables (i.e., entertainment, informativeness, credibility,rnirritation, personalization and clarity) and the dependent variable (i.e., consumerrnattitudes toward SMS advertising). Entertainment has the strongest relationship withrnattitude of customers towards mobile advertising followed by informativeness. However,rnthe variable „incentive‟ has shown insignificant relationship

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