Youngster’s Attitude and Acceptance of Mobile Advertisement in Pakistan

Abstract

This research consolidates the impact of cognitive and productive message-driven aspects on youngsters’ attitudes towards mobile advertisement. Five major constructs including, entertainment, perceived usefulness, irritation, attitude, and permission were used to determine the acceptance of Pakistani youngsters towards mobile advertisement. A structured questionnaire was administrated to attain the desired objectives. Total 445 valid responses were obtained from youngsters, aging between 18-34 years, from five major Metropolitans Cities of Pakistan. The responses were analyzed using Structural Equation Modeling (SEM). The findings indicate that reducing users' irritation will help to improve youngsters’ attitudes toward mobile advertisements which is essential for the acceptance of mobile advertising. The study also concluded a positive moderation of permission on the relationship of attitude and acceptance of mobile advertisements. The findings are in line with the actual marketing conditions and can meet the actual needs of enterprises in the current settings.