The rapid proliferation of mobile phones and other mobile devices has created a new
channel for marketing. The use of Short Messaging Service to access customers through
their handheld devices is gaining popularity, making the mobile phone the ultimate medium
for one-to-one marketing. The present research investigates consumer attitudes toward
mobile advertising and the relationship between attitude and behavior. An instrument for
measuring attitudes toward mobile advertising is developed. The results of a survey indicate …

PURPOSE OF THE STUDY Academic research in the field of mobile advertising has to date
been fragmented and the results have been controversial. The purpose of this research is to
study the consumer view of mobile advertising in order to discover how consumers in
Finland perceive mobile advertisements. A thorough literature review of previous studies in
the fields of social psychology, advertising psychology and mobile advertising was
conducted to establish the theoretical foundations of this study. On the basis of the literature …