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Title: Consumer’s Attitude Toward Mobile Advertising in Thailand
Authors: Fu, Xiangqin 
Issue Date: 2012
Publisher: University of the Thai Chamber of Commerce
Source: Xiangqin Fu (2012) Consumer’s Attitude Toward Mobile Advertising in Thailand.
Abstract: There has been a tremendous and rapid growth in the mobile telecommunicationindustry in the world, especially in Asia. This paved a new platform for many companies to do their sales promotions through short message system (SMS) via mobile device. SMS has been generally used in mobile advertising. This study employed theory of reasoned action (TRA), to investigate consumer behavior in mobile advertising. This study aims to investigate the behavioral intention to receive and read mobile advertisements, with attitude serving as the mediator. We also examine factors including entertainment, informativeness, irritation, credibility, permission, attitude to advertising in general, and personality. Data were collected from 400 mobile phone users in Bangkok, Thailand. Results show that personality of SMS advertisements has the strongest effect on attitude. Attitude is the major mediator between belief dimensions and behavioral intention.
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:IC: Theses / Independent Studies

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