Influences on Attitude Toward Mobile Text Message Advertisements: An Investigation of South African Youth

Mobile advertising is touted as a means to cut through the clutter and interact directly with the consumer.

Influences on Attitude Toward Mobile Text Message Advertisements: An Investigation of South African Youth

Justin Beneke, Georgina Cumming, Amy Stevens and Mary Versfeld

Abstract:

Mobile advertising is touted as a means to cut through the clutter and interact directly with the consumer. Hence, with the trend toward direct, one-to-one marketing (Leppäniemi & Karjaluoto, 2005), more attention is being paid to the use of the mobile channel as a means of effectively advertising to consumers (Hanley, Becker & Martinsen, 2006). This research investigates the antecedents of attitudes toward mobile advertising among young South Africans. A...

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