Mobile advertising attitudes toward in-app display advertising
Abstract
The purpose of this study is to determine factors affect attitudes toward In-app display advertising. A conceptual framework was developed based on previous research considering the influence of precedent factors (including entertainment, informativeness. Irritation and credibility), perceived value which base on behavioural intention attitudes toward mobile advertising which use mobile devices for entertaining, approaching information and other purpose. This study point out the importance of four above factors during mobile-related activities. A survey conducted with 237 respondents in different categories focusing mainly in Ho Chi Minh City. This research conclude the implication of theory and pratices to attitudes toward In-app display advertising.
Key words: Mobile advertising, attitudes toward advertising, entertainment, informativeness, irritation, credibility