CUSTOMER ATTITUDE TOWARDS MOBILE ADVERTISING

Abstract

Mobile advertising leverages the ubiquity and engagement of smartphones to reach consumers through targeted ads on mobile apps, websites, and social media platforms. This form of advertising is highly effective due to its personalized nature, utilizing data analytics and user behavior to deliver relevant content. Formats include banner ads, video ads, native ads, and in-app ads, each designed to integrate seamlessly with the user experience. The rise of mobile usage has made it a crucial channel for marketers, offering real-time feedback and the ability to reach users anytime, anywhere, thereby driving higher engagement and conversion rates. The purpose of this study, "Customer Attitude towards Mobile Advertising," was to investigate how informativeness, entertainment, and irritation affect consumers' perceptions of mobile advertising. This study's main goals are to investigate consumer perceptions of mobile advertising. 180 samples were taken from respondents in the Kathmandu by the researcher using the structured questionnaire and analysed using Statistical package for social science (SPSS) and Microsoft Excel. The current study demonstrates that informativeness is the most influential factor on consumer attitudes. Although consumers generally view mobile advertising as a valuable source of entertainment and information, irritation can detract from these positive perceptions Findings indicate that personalized and contextually relevant ads are generally wellreceived, enhancing user engagement and positive attitudes. Conversely, excessive or intrusive ads contribute to ad avoidance and negative perceptions. The study underscores the importance of balancing ad frequency and personalization to optimize customer acceptance. These insights offer valuable guidance for marketers aiming to design effective mobile advertising strategies that align with consumer preferences and enhance user experience. Keywords: Consumers' attitude; Mobile advertising; Entertainment; Informativeness; Irritation