Impact of Customer Driving Factors on Mobile Advertising in Indian context

Arun Kumar Agariya, Ankita Maheshwari, Anuja Agrawal, Deepali Singh

Abstract


Mobile advertising has achieved tremendous growth in the past decade. As it is one of the cost effective, personalized, and results-oriented media of advertising. Mobile phone are having extremely high penetration rate in the market, since it is one of the most usable device in our day to day life. As the wireless networking is continuing to develop and the number of mobile subscribers are increasing worldwide. These devices have created a completely changed environment of communication and interaction. These rapidly growing Telecommunication and Information technology sectors have changed the marketers’ world by enabling marketers to interact with their customers in more rapid and easier ways. And also these changes promises vast opportunities to increase their market share. Thus mobile phone opens a new dimension for the marketer to build strong customer relationship by providing the customer with their desired information through mobile phones at any place any time. Mobile advertising is prominent in India and the acceptability of this advertising can only be known, by evaluating the responses made by the consumers. There are some trade-offs between customer expectations to that of what they are provided with. This study evaluates the customer driving factors which affect the customer response towards mobile advertisements and consequently building trust leading to mobile advertisement success.

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