Author(s): Jyotika¹, Aarti²

Abstract: Mobile advertising is becoming prominent every day. Earlier many studies focused on the relevant factors affecting mobile advertising. It is very important to understand that choices change according to the culture. So, here the focus is from Indian perspective. Data was collected from 150 respondents through a structured questionnaire that respondents filled from March 1, 2024 to March 08, 2024. Multiple regressions were applied to analyses and interpret the results. Indian people prefer informative as well as permission based advertisements. On the other side, the other two factors entertainment and incentives were not significant. Additionally, consumers prefer informativeness more than permission. This paper will be helpful to the advertisers in order to understand the choices of Indian consumers.

DOI:10.61165/sk.publisher.v11i7.1

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Factors Affecting Consumer Attitude towards Mobile Advertising in Indian Context

Pages:1-4