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Abstract
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Mobile phones as a communication tool provide a unique opportunity for advertising to a marketer. The study describes mobile advertising avenues, its distinctive characteristics as a medium for advertising, various forms of mobile advertising and provides a brief overview of empirical research on mobile advertising pertaining to mobile users’ perceptions and preferences in developed and developing markets. With the growing and widespread penetration of mobile phones in India, a study about the perceptions and preferences of Indian mobile phone users will provide insights and guide the marketers to use this emerging medium for advertising. With the help of structured questionnaire and 22 statements capturing dimensions of perceptions towards mobile advertising, the findings suggest that Indian mobile users are positively inclined towards mobile advertising if it is permission based and prefer to receive ads through sms. They prefer ad. messages which provide sales promotion related information. The study also analyzed gender wise differences in perceptions and preferences. Based on the findings, implications for a marketer are discussed along with limitations and future research directions.
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