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Attitude Towards Mobile Advertising and Purchase Intention of Swedish Customers (Management Project)

Due to the rapid technological development in information technologies, and mobile phone industry the usage of smart phone became a new trend consequently leading to more than one billion Smartphone users in the world.

One of the most significant characteristic of those users is their growing need to be always connected to the Internet. Desire to do not miss important conversation, news, favorite TV series or result of sports events leads them to subscribe for mobile broad band or else use internet-on-the-go.

Consequently telecommunication service providers witnessed increasing trend in mobile broad band subscription over the past five years outnumbering access to the Internet via desktop or other fixed broad band alternatives. Telecommunication providers are not the only one who experienced those changes.

The crowd of smart phone users is constantly growing, thus on one hand it represents a compelling group of customers to target yet on the other hand due to its novelty it represents an obstacle for marketers and advertisers when executing communication with customers via a new channel, mobile advertising. Based on market research firms’ predictions of future trends in marketing, mobile advertising represent a one of the most effective communication channels due to its measurability, individual targeting via personalised messages and geo-location targeting.

Therefore, in this thesis paper we identified research gap in form of lack of knowledge, that prevents both marketers and advertisers from leveraging the potential of mobile advertising. Designated purpose of this thesis is to investigate role of attitudes and flow experience in mobile advertising. Research question to be answered is: What is the impact of advertising message personalisation, permission, and flow experience on attitude towards mobile advertising? And consequently examine what is the effect of attitude towards mobile advertising and flow experience on purchase intention of Swedish customers?

In order to address such an issue we developed theoretical framework and conducted survey among Umeå inhabitants to find out their preferences and experiences with mobile advertising. Collected information were analysed in regards to the theoretical framework consisting of theory of flow experience and theory of reasoned action. However the data analysis did prove flow of experience theory as well as theory of reasoned action not all aspects did stand. Through our work we found out that flow experience and attitude towards mobile advertising were supported for purchase intention. While permission, personalisation, infotainment and incentives were supported for attitudes towards mobile advertising.
Source: Umeå University
Authors: Abeywickrama, Madawa | Vasickova, Jana

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