International Journal of Business and Economics Research

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Customer’s Attitude Towards Mobile Advertising in Bangladesh

Received: 30 September 2015    Accepted: 19 October 2015    Published: 28 October 2015
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Abstract

In the age of information communication technology (ICT) uses of mobile phone or cell phone is increasing and business environment of Bangladesh is becoming more competitive day by day. Most of the companies strive to maximize their sales volume and use advertisements to promote their products and services. The main objective of the study is to examine the customer’s attitude towards mobile advertising in Bangladesh. Through which marketers can scan the real scenario about the customer’s attitude towards the mobile advertising. The study, descriptive in nature, has been conducted based on primary and secondary data. A conceptual framework has been designed to conduct the research. That is hypothesized on the five independent variables, these are: entertainment, informativeness, irritation, credibility and incentive have influenced on attitude towards mobile advertising. The study has been conducted among 130 respondents over fourteen (14) years old in Bangladesh, who own a cell phone. The survey questionnaire has been included 21 attitude measurement questions designed under seven (7) points semantic differential scale. The collected data have been analyzed by using factor analysis and multiple regression analysis through the SPSS 20.0 version. The study also shows that companies taking permission from only 17% of respondents sending mobile advertising. Most of the customers would like to receive mobile advertising in the morning and night. The factor analysis of the study also divided the predictors into six different factors those can be used for the further study. Customer’s attitude towards the mobile advertising has explained 69.8% by the independent variables were entertained, informativeness, credibility and incentive have positive and irritation has negative influence on consumer attitude. It can help to take proper business decisions and making suitable competitive strategies about effective business communication and advertisement which can ensure its long term sustainable economic development in the competitive business world.

DOI 10.11648/j.ijber.20150406.13
Published in International Journal of Business and Economics Research (Volume 4, Issue 6, December 2015)
Page(s) 281-292
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Mobile Advertising (MA), Customer Attitude, Entertainment, Informativeness, Credibility, Irritation, Incentive, Bangladesh

References
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Author Information
  • Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh

  • Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh

  • Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh

  • Department of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh

  • Farm Power and Machinery, Bangladesh Agricultural University, Mymensingh, Bangladesh

Cite This Article
  • APA Style

    Sheikh Majedul Huq, S. M. Shahedul Alam, Md. Nekmahmud, Mst. Shuly Aktar, S. M. Shamiul Alam. (2015). Customer’s Attitude Towards Mobile Advertising in Bangladesh. International Journal of Business and Economics Research, 4(6), 281-292. https://doi.org/10.11648/j.ijber.20150406.13

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    ACS Style

    Sheikh Majedul Huq; S. M. Shahedul Alam; Md. Nekmahmud; Mst. Shuly Aktar; S. M. Shamiul Alam. Customer’s Attitude Towards Mobile Advertising in Bangladesh. Int. J. Bus. Econ. Res. 2015, 4(6), 281-292. doi: 10.11648/j.ijber.20150406.13

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    AMA Style

    Sheikh Majedul Huq, S. M. Shahedul Alam, Md. Nekmahmud, Mst. Shuly Aktar, S. M. Shamiul Alam. Customer’s Attitude Towards Mobile Advertising in Bangladesh. Int J Bus Econ Res. 2015;4(6):281-292. doi: 10.11648/j.ijber.20150406.13

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  • @article{10.11648/j.ijber.20150406.13,
      author = {Sheikh Majedul Huq and S. M. Shahedul Alam and Md. Nekmahmud and Mst. Shuly Aktar and S. M. Shamiul Alam},
      title = {Customer’s Attitude Towards Mobile Advertising in Bangladesh},
      journal = {International Journal of Business and Economics Research},
      volume = {4},
      number = {6},
      pages = {281-292},
      doi = {10.11648/j.ijber.20150406.13},
      url = {https://doi.org/10.11648/j.ijber.20150406.13},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.ijber.20150406.13},
      abstract = {In the age of information communication technology (ICT) uses of mobile phone or cell phone is increasing and business environment of Bangladesh is becoming more competitive day by day. Most of the companies strive to maximize their sales volume and use advertisements to promote their products and services. The main objective of the study is to examine the customer’s attitude towards mobile advertising in Bangladesh. Through which marketers can scan the real scenario about the customer’s attitude towards the mobile advertising. The study, descriptive in nature, has been conducted based on primary and secondary data. A conceptual framework has been designed to conduct the research. That is hypothesized on the five independent variables, these are: entertainment, informativeness, irritation, credibility and incentive have influenced on attitude towards mobile advertising. The study has been conducted among 130 respondents over fourteen (14) years old in Bangladesh, who own a cell phone. The survey questionnaire has been included 21 attitude measurement questions designed under seven (7) points semantic differential scale. The collected data have been analyzed by using factor analysis and multiple regression analysis through the SPSS 20.0 version. The study also shows that companies taking permission from only 17% of respondents sending mobile advertising. Most of the customers would like to receive mobile advertising in the morning and night. The factor analysis of the study also divided the predictors into six different factors those can be used for the further study. Customer’s attitude towards the mobile advertising has explained 69.8% by the independent variables were entertained, informativeness, credibility and incentive have positive and irritation has negative influence on consumer attitude. It can help to take proper business decisions and making suitable competitive strategies about effective business communication and advertisement which can ensure its long term sustainable economic development in the competitive business world.},
     year = {2015}
    }
    

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  • TY  - JOUR
    T1  - Customer’s Attitude Towards Mobile Advertising in Bangladesh
    AU  - Sheikh Majedul Huq
    AU  - S. M. Shahedul Alam
    AU  - Md. Nekmahmud
    AU  - Mst. Shuly Aktar
    AU  - S. M. Shamiul Alam
    Y1  - 2015/10/28
    PY  - 2015
    N1  - https://doi.org/10.11648/j.ijber.20150406.13
    DO  - 10.11648/j.ijber.20150406.13
    T2  - International Journal of Business and Economics Research
    JF  - International Journal of Business and Economics Research
    JO  - International Journal of Business and Economics Research
    SP  - 281
    EP  - 292
    PB  - Science Publishing Group
    SN  - 2328-756X
    UR  - https://doi.org/10.11648/j.ijber.20150406.13
    AB  - In the age of information communication technology (ICT) uses of mobile phone or cell phone is increasing and business environment of Bangladesh is becoming more competitive day by day. Most of the companies strive to maximize their sales volume and use advertisements to promote their products and services. The main objective of the study is to examine the customer’s attitude towards mobile advertising in Bangladesh. Through which marketers can scan the real scenario about the customer’s attitude towards the mobile advertising. The study, descriptive in nature, has been conducted based on primary and secondary data. A conceptual framework has been designed to conduct the research. That is hypothesized on the five independent variables, these are: entertainment, informativeness, irritation, credibility and incentive have influenced on attitude towards mobile advertising. The study has been conducted among 130 respondents over fourteen (14) years old in Bangladesh, who own a cell phone. The survey questionnaire has been included 21 attitude measurement questions designed under seven (7) points semantic differential scale. The collected data have been analyzed by using factor analysis and multiple regression analysis through the SPSS 20.0 version. The study also shows that companies taking permission from only 17% of respondents sending mobile advertising. Most of the customers would like to receive mobile advertising in the morning and night. The factor analysis of the study also divided the predictors into six different factors those can be used for the further study. Customer’s attitude towards the mobile advertising has explained 69.8% by the independent variables were entertained, informativeness, credibility and incentive have positive and irritation has negative influence on consumer attitude. It can help to take proper business decisions and making suitable competitive strategies about effective business communication and advertisement which can ensure its long term sustainable economic development in the competitive business world.
    VL  - 4
    IS  - 6
    ER  - 

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