Antecedents and Consequences of Consumer’s Attitude towards Mobile Advertising in Pakistan

Purpose: This study aims to investigate antecedents (i.e. credibility, informativeness, hedonic, good for economy, social role and materialism) and consequences (i.e. purchase intention) of Attitude Towards Mobile Advertising (ATAM) in Pakistan.Methodology/Design: The data was collected from 310 samples of students (graduates and undergraduates) of public and private universities of Rawalpindi and Islamabad using convenient sampling technique. The previously validated instrument was used in the current study.Findings: The results revealed that all independent variables were significantly correlated with ATAM; the hedonic factor being dominant contributor of ATAM. Finally, it was found that ATAM significantly and positively affects purchase intention.Originality/Value: Consumers from emerging markets like Pakistan are more likely to accept mobile marketing. Therefore, the study on how consumers view mobile-advertising is essential.Implication: The study contributes to knowledge in the field of advertising literature. It will help marketing managers and researchers to understand determinants of consumer’s attitude towards mobile advertising.Limitations: The results of study cannot be generalized to segments other than the students.