The paper through a scan of literature highlights two key research issues related to mobile advertising: Permission and Attitude towards mobile advertising. Based on the review, three propositions are developed. It was found that the existing research on mobile advertising uses scales or instruments proposed in existing literature which are not specific to mobile advertising constructs. This study therefore attempts to explore the antecedents of the consumers' attitude towards mobile advertising. For this purpose, a pilot study was conducted. To conclude, the paper advances the need to develop new scales and application of ingenious methods for measuring and operationalizing constructs related to mobile advertising.
|Journal||Pragyaan: Journal of Management|
|Publisher||IMS Unison University|