Importance Of Consumer Attitude Toward Advertising In Smartphones Marketing Essay

Published Date: 23 Mar 2015

The exponential increase of smartphones in the last two years has created unique marketing opportunities for the advertising world. Lack of academic research in the realm of smartphones, and the fragmented and controversial results of studies in the field of conventional mobile advertising, insist on the need for further research in the field. The aim of this thesis is to investigate the consumer attitude toward smartphone advertising, in order to learn how consumers perceive smartphone advertisements. The study was conducted among the US consumers. A thorough review of academic literature on advertising in general, conventional mobile advertising and consumer perceptions to both set the foundation of this thesis. Using this foundation, a research framework of consumer attitudes in the context of smartphone advertising was, then, constructed.

The results of the analyses indicate that all the attitudes of conventional mobile marketing affect smartphone advertising as well, and these attitudes differ with different kinds of advertisements. The attitudes are likely to be positive when the mobile advertiser has targeted actual needs of customers. This implies that mobile advertising should be based on service rather than selling. Moreover, the consumer attitudes toward internet advertising strongly correlate with that of smartphone advertising, which suggests the potential replicating of the online Ad-revenue model in the smartphone marketing. Emotional attachment appears to have no influence on the attitude toward smartphone advertising. Additionally, the results of the study show that incentives have a strong positive effect toward consumer behavior. Therefore, incentives must be used by marketers to gain user permission and acceptance for the advertisements.

Keywords: smartphone advertising, mobile marketing, consumer behavior, attitudes, incentives, advertising, emotional attachment

Introduction

The recent rise in smartphones, coupled with advances in wireless information technologies, has placed users in a ubiquitous computing environment, with access to and possibility of exchange of information anywhere and anytime through these smartphones. The ability to see rich content on a smartphone and the larger extent of interactivity possible on it, coupled with GPS capabilities of smartphones, provides the marketers a potentially strong channel for advertising. However, for the advertising efforts to be rightly focused and, in turn, to succeed, knowledge of consumers' perceptions towards these advertisements is essential. This research aims to study the consumer perception of advertising in smartphones, using the US consumers as the test case, drawing from academic theory on advertising in general, conventional mobile advertising and consumer perceptions to both. The reason US population is chosen is because smartphone penetration is still very low in other countries, and US has the second highest smartphone penetration in the world [1] , which provides a good base for research.

This chapter is organized as follows: First, a background of the field of advertising that has recently focused a lot of interest on digital advertising on the internet and the mobile phones, followed by, a review of the recent popularity of smartphones and the growth of the smartphone industry. The importance of investigating the consumer attitude toward smartphone advertising is then emphasized, and the additional opportunity for advertising available on smartphones highlighted. Next, the research problem is defined and the structure of the research study is presented.

1.1. Background

Traditional advertising media has undergone rapid change, as the technological developments have given rise to numerous new marketing media. Traditional media has diminished in the last few years due to inroads by online competitors. New media types, like the internet, then the mobile phone, and now recently the smartphone, have emerged, offering greater and greater possibilities of interaction with the consumers. However, in order to effectively benefit from using the mobile marketing channel, the unique characteristics of the mobile and the behavior of consumer interaction with this channel need to be understood.

Another major development in the advertising industry has been the increase in empowerment of the consumers in advertisements. The wide-spread availability of the internet means that consumers can compare product offerings and prices before making a buying decision. Additionally, with increasing use of social media, they also share their experiences with others. The contemporary consumer is informed, connected and active (Prahalad 2004). Resultantly, consumers now expect the companies to do more than just delight them, which has resulted in companies advocating greater for their customers (Urban 2004). This means that companies are pushing harder with their marketing efforts, looking for channels that provide more interaction with the consumers: companies are re-inventing marketing services (Mitchell 2006). Communication options have increased in number. The internet has been used as a marketing channel for some time, but the use of mobile phone, and recently the smartphone, as marketing mediums is still recent.

1.2. Rise of smartphones

Mobile phones have increasingly become feature-rich and more sophisticated, since their explosion in popularity. The recent phones come with greater features to supplement, or even replace, other devices such as mp3/video players, digital cameras, and PDAs [2] . This technological advancement has given birth to the smartphone, a device that brings together the mobile phone and the PDA.

Smartphones are more than mobile phones. They come packed with a diverse range of features and functionalities, which makes them a mobile information center and entertainment device for the user. They commonly include features such as a full-featured QWERTY keyboard, web browser, e-mail, multimedia capabilities, touch screen, built-in cameras, music players, Global Positioning System (GPS) navigation software and even the ability to read and edit Word, Excel and PDF format documents, making them an excellent all-in-one substitute for variety of other devices. Certain models have enough processor power to run complex software applications such as enterprise CRM software and car navigation softwares. Another feature rapidly becoming common is the instant messaging. As such, the definition of a "smartphone", or what constitutes a smartphone, is constantly evolving.

"Mobile phones went from zero in the global population in 1982 to 3.3 billion in 2008, serving about half the world's population" (Alexandros Labrinidis, University of Pittsburgh computer science professor, Feb 2010). A growing majority of the population now expect to be nearly always connected and to be reachable almost instantly via e-mail. The smartphone is the instrument of that connectedness, both as a communications tool and as a status symbol (Lohr 2009). Smartphones have risen in popularity almost instantaneously, due mainly to the fact that they offer the ultimate in connectivity (Figure 1). They provide connectivity not just via phone communication, but are able to connect to the internet at almost any location via network internet services. This means that users never have to face the prospect of going without phone, email, or access to social networks.

Smartphones represent a small, yet rapidly growing, segment of the mobile market. Smartphone sales at 17.5 million units in 2004 accounted for 3% of the worldwide sales of 684 million handsets (Kang 2010). This represents a significant jump from the 8.2 million units sold in 2003.

The demand for smartphones is growing rapidly in the recent years. In Q3 2010, the number of smartphone units sold globally increased to 77 million, an increase of 78% y-o-y (n.d. 2010). The smartphone sales are forecasted to reach 350 million units in 2012 (Kang 2010), about 40% of total handset sales. By 2012, smartphones will, resultantly, outship the global notebook and global PC market (Meeker 2010).

Figure 1. Global Smartphone Sales

Source: McKinsey: Exploring Mobile's Digital Future: Smartphone and Access, 2012

This increase in smartphone use, coupled with advances in wireless information technologies, has placed users in a ubiquitous computing environment, with access to and possibility of exchange of information anywhere and anytime through these smartphones. The ability to see rich content on a smartphone and the larger extent of interactivity possible on it, coupled with location tracking due to phones' GPS capabilities, provides the marketers an opportunity for greater interaction with the consumers, enabling them to provide better content and making the consumers more probable to view the advertisements. Smartphones offer marketers unique opportunities to influence consumers at the very moment they are considering their purchase decisions and comparing the product prices. Companies and marketers are, therefore, working harder than ever on ways to deliver product marketing and services over smartphones. The smartphones, thus, increasingly serve as both the engine and the vehicle for sharing product information. Media and advertising executives expect more than a quarter of media time and spending to move away from traditional channels, while mobile and social media advertising are seen gaining steam (Goncalves 2009).

The smartphones are becoming less and less about "wireless online" and highly as personal and customized medium. While the general media environment is typically full of noise and distraction, consumers report being surprisingly focused when using the mobile internet (Hutton and Rodnick 2009). This result provides an opportunity for advertisers, who are constantly competing with external distractions, to engage users in a meaningful way.

1.3. Importance of consumer attitude toward advertising in smartphones

The emergence of smartphone advertising opens up a new area of research. For instance, given the increased possibility of presentation and interactivity, is this marketing medium more effective than the conventional mobile advertising media? How do consumers perceive smartphone advertisements? What factors need tobe kept in mind when designing smartphone advertisements? A better understanding of these issues is essential to the effective use of smartphone advertising. Researchers agree that investigating the behaviour of the mobile consumer is critical towards offering effective customer services and accelerating the diffusion of mobile marketing (Mort and Drennan 2002; Nohria and Leestma 2001; Carlsson and Walden 2002). For example, Carlsson and Walden (2002) suggest that the key question for mobile commerce is to find some way to assess the value of mobile applications to prospective users. This provides the motivation for this study in investigating the consumer attitude toward advertising in smartphones.

1.4. Research objectives

Since the mobile phone is still a relatively new channel for advertising, academic research in this field has been, to a large extent, inconsistent and fragmented (Roach 2009). Leppäniemi (Leppäniemi, Sinisalo and Karjaluoto 2006) has divided the current mobile marketing research into three categories:

• Consumer: acceptance, perception, attitude, responsiveness and effectiveness of mobile marketing

• Business and Management: value chain, performance measurement, business models, branding and operations

• General research: antecedents and consequences, legal and political factors, adoption and diffusion of mobile marketing

Leppäniemi notes that majority of the research has mainly dealt with the various facets of consumer behavior, with several of them dealing with consumer attitudes toward mobile marketing (e.g. Tsang et al. 2004; James 2004; Jun 2007). However, the results of these studies have been contradictory (discussed in detail in Sec 2.1.4 and Sec 2.2.8), and have been limited to SMS advertisements on conventional mobile phones.

The trends in the smartphone unit sales suggest that in the next five years, about three quarters of all phones will be smartphones. With the unique marketing opportunities available in smartphones, other than just the SMS, and the background suggesting further academic research in the domain of consumer attitude towards mobile advertising, the broader purpose of this study is to deepen the understanding of the domain, looking into the specific segment of smartphones only. This study will serve as a first attempt yet to examine the consumer attitudes towards advertisements in smartphones, and is conducted by implementing an empirical research.

The subject will be approached through the following primary research question:

What are the underlying factors which characterize the attitudes of consumers toward mobile advertising in the domain of smartphones?

The following specific questions will be used to serve as basis for addressing the primary research question:

How do demographic variables influence attitude towards advertisements in smartphones?

Do the factors influencing attitude toward advertising on traditional mobile phones also influence attitude toward advertising on smartphones?

Does attitude toward advertising in general and attitude toward internet advertising influence the attitude toward smartphone advertising?

Does the type of advertisement have an impact on the factors that influence the attitudes toward smartphone advertising?

Does emotional attachment to phone impact the attitude toward advertisements?

Would incentives influence consumer intention to receive advertisements?

From the managerial perspective, the research will provide insight into marketing viability in smartphones. More specifically, the results of the research will enable to judge the possibilities of incorporating the different facets of the Ad-revenue model in the smartphones, and also shed light on the realities of the bet that companies like Google have put on the success of the model in the Android based smartphones. Additionally, the knowledge regarding the factors contributing to successful smartphone advertisement would help managers to fully exploit the potential of the smartphone marketing medium.

1.5. Structure of the Thesis

The research will start with a literature review of the most significant research streams relevant to the research problem. Chapter 2.1 will discuss the nature of attitudes, bringing together knowledge from both social and advertising psychology. Chapter 2.2 will present the consumer viewpoint of the concept of mobile marketing. Chapter 3 will discuss the hypotheses of this thesis, and present a research framework based on it. Chapter 4 will describe the methodology used for data collection and survey construction, as well as assess the data validity and reliability, also addressing the potential biases that might arise. Chapter 5 will present the results of the various analyses, followed by conclusions in Chapter 6.

Literature Review

This chapter will focus on the theoretical foundation of the study. It is divided into two parts: the first part focusing on attitude toward advertising in general and the second part, specifically, on mobile advertising. The first part of the chapter will begin with an attempt to define attitudes. Next, an overview of internet based advertising will be presented. This will be followed by consumer attitude toward advertising.

The second part of the literature review will then discuss the prior research specifically on mobile advertising. It will begin with the definition of the term, followed by discussion of the motivation of consumers behind the use of mobile and the emotional attachment to the device. Next the characteristics of the mobile will be presented, which validate it as a marketing channel, and interactive advertising in mobile phones will be discussed. Furthermore, permission and control in the mobile marketing context will be reviewed, and the need to provide incentives will be discussed. Additionally, academic literature regarding consumer acceptance and consumer attitudes towards the mobile advertising will be highlighted.

2.1. Academic insight on attitudes in advertising domain

With different streams of advertising emerging nowadays, it is becoming increasingly difficult to stand out with a particular advertisement. The costs of marketing are getting increasingly higher, making marketers more and more concerned about the attitudes of consumers and the factors contributing to effective advertising [3] .

In order to be able to design effective advertisements, it is, therefore, imperative to first understand advertising itself. This chapter will, therefore, begin with the literature view of attitudes. Since mobile marketing has evolved, with the rise of smartphones, to provide advertisements similar to internet based advertisements, the chapter will also provide an overview of internet based advertising. This will be followed with literature view on attitudes towards advertising in general.

2.1.1. Defining attitudes

Although research on attitudes has been abundant, there is no consensus on the general definition of the concept among researchers. Eagly and Chaiken (1993) defined attitude as "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor." Kotler (2000) stated that "an attitude is a person's enduring favorable or unfavorable evaluations, emotional feelings and action tendencies toward some object or idea." Attitudes are typically derived from judgments, which everyone makes. Aakerman, et al. (2001) describe attitudes as "mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it."

In general, attitude is a "predisposition or a tendency to respond positively or negatively towards a certain idea, object, person, or situation. […] The four major components of attitude are (1) Affective: emotions or feelings, (2) Cognitive: belief or opinions held consciously, (3) Conative: inclination for action, (4) Evaluative: positive or negative response to stimuli." (BusinessDictionary [4] ). Triandis (1971) also defines attitudes as consisting of the three correlated components: affect, cognition and conation.

2.1.2. Internet based advertising

The rise of internet has led to the evolution of commerce into the electronic age (Maamar 2003). As surfing the World Wide Web (WWW) has become ever more popular, the internet has clearly become an important information source and an integral part of daily life (Ko et al. 2005). As such, the internet represents a huge opportunity for advertisers in terms of the potential for efficient and effective communication with customers (Faber et al. 2004). Recently, internet advertising or web advertising has become one of the first choice advertising media for anyone wanting to promote their products and services to a global audience.

The basic kinds of internet advertising include e-mail advertisements, banner advertisements, pop-ups, social media and endorsements from other websites. Pop-up advertising implies that an advertisement window pops up when the user visits a webpage, forcing him to see the ad before being closed. E-mail advertisement implies sending advertisement e-mails to the users. Banner advertisement is where an advertisement is placed in a section of a webpage. And social media marketing is done by putting advertisements on the homepage of users' social media profile pages, e.g. in Facebook.

Internet advertising has been perceived by many consumers to be intrusive and disturbing (Li et al. 2002). Banner advertisements on the Internet were found to produce dull results, with the click-through rate as low as 0.3% (Green and Elgin 2002).

2.1.3. Attitude toward advertising in general

Attitude toward an advertisement is defined as "a learned predisposition to respond in a consistently favorable or unfavorable manner towards an advertisement in general" (MacKenzie and Lutz 1998).

The general attitude toward advertising manifests itself not only through political and regulatory activities but also through the exposure of individuals to advertising, the attention they pay to it, their evaluations to specific advertisements, and their responses to those advertisements (Zhou and Zhang 2002). Brackett and Carr (2001), and James and Kover (1992), showed that the overall attitude towards advertisement had significant effect on the involvement with specific advertisements. Involvement refers to "the relationship of the consumers to the advertisements encountered." (Greenwald and Leavitt 1984). James and Kover 1992, through their research, suggest that "liking a particular advertisement is not enough." Instead, industry should invest efforts to help people like advertising in general. This could make "all advertising more effective."

The results of James and Kover's (1992) study also suggest that attitude toward advertising has no significant interaction with demographics of age, education and gender. This signifies that advertising should not be segmented on these three demographics; "other variables are probably more efficient", especially the degree of involvement with the advertising.

James and Kover's (1992) results indicate that attitude toward advertising in general is channel dependent, i.e. the effect of an advertisement presented to an audience depends on the chosen channel of advertising, so it should be studied channel dependently. The reason for this could be the varying extent to which the viewer can exercise control on the advertisements. So, "unlike television advertising in which a commercial runs for a given time, control of time looking at print lies with the reader" (James and Kover, 1992). This can be attributed to the result that consumers show more negative attitude toward television advertising compared to print.

Calfee and Ringold (1994) analyzed sixty two years of survey data to find the majority view on the perceptions of advertising. The results indicated that on average 70% of consumers think that advertising is often untruthful and that it seeks to persuade people to buy things that they do not necessarily want. However, consumers still tend to find advertising as informative. Shavitt et al. (1998) report that three quarters of the respondents in their study had either positive or neutral perceptions of advertising. Coulter (2001) found similar duality in consumer opinions, with results showing that consumers can, simultaneously, hold positive as well as negative opinions about various aspects of advertising. In his study, Coulter, however, found that information and entertainment are advertising's greatest assets.

The discussion above shows that consumer attitudes are, to a large extent, mixed. So, while consumers consider information and enjoyment as important antecedents of advertising, they also consider advertising as not trustworthy.

2.2. Mobile advertising

As an extension of the internet environment, the high penetration of mobile phones in recent years has created a good opportunity for mobile advertising (Bauer et al. 2005; Leppäniemi et al. 2006). However, the channel has not been fully embraced by the marketers, despite its cost effectiveness. This chapter will focus on mobile marketing from the consumer viewpoint, in order to study the areas that influence effective mobile advertising. The chapter will begin by defining mobile advertising, followed by discussion of the motivation of consumers behind the use of mobile and the emotional attachment to the device. Next the characteristics of the mobile will be presented, which validate it as a marketing channel, and interactive advertising in mobile phones will be discussed. Furthermore, permission and control in the mobile marketing context will be reviewed to assert the need to provide incentives in mobile marketing. Additionally, academic literature regarding consumer attitude and response toward the mobile advertising will be highlighted.

2.2.1. Definition

At a very basic level, mobile advertisement is defined as any form of advertisement that is delivered through a mobile as the medium (Mary Mathew 2010). Mobile advertising is one of the most common forms of mobile marketing. Different from traditional advertising, which is non-personal and applicable only via mass media, mobile advertising is more individual and interactive, while informing and persuading the customer (Chowdhury, et al. 2006). Mobile advertising can, thus, be defined as "the usage of interactive wireless media (such as mobile phones and pagers, […] GPS-based locators and maps) to transmit advertising messages to consumers in the form of time and location sensitive, personalized information with the overall goal to promote goods and services" (Haghirian and Madlberger 2005).

The high penetration rate of mobile devices among consumers has provided an opportunity for companies to utilize this means to convey advertising messages to consumers. Recently, there has been an increase in mobile marketing campaigns. Since each mobile device is used by an individual, "it provides a suitable platform for delivering individual-based target marketing" (Barnes and Scornavacca 2004). Therefore, mobile marketing could be the leading application of mobile commerce (Yuan and Zhang 2003).

Among mobile marketing applications, the most popular format is SMS (Okazaki 2005). However, due to rise in smartphones, internet has been reinvented on the mobile devices, which as led to new forms of interactive advertising being discovered, as the internet advertising models get migrated from PCs to mobile devices. This has given rise to a broader range to mobile advertising in the form of in-search advertising to in-application placements (Laszlo 2009). However, to date these methods have not been significant (Idean 2009).

2.2.2. Consumer perception of a mobile

"The way consumers use their mobile phones influences how mobile advertising is perceived" (Salo and Tähtinen 2005). Additionally, results of Jun and Lee's (2007) research indicate that consumer perception of mobile influences consumer attitudes toward mobile advertising. Understanding the motivations behind consumers' use of mobile phones is, therefore, an important factor for determining the success of mobile advertising.

The results of the uses and gratifications model of Leung and Wei (2000) showed that the consumers use mobile for seven distinct purposes:

To look fashionable

To provide affection, sociability and caring for others

To relax and pass time

To provide mobility and avoid queuing

To provide immediate access regardless of time and location

To carry out business transactions

To provide security and safety in case of emergency

The research stressed that as wireless technology becomes ubiquitous, there will be more freedom for consumers, in the form of mobility and immediate access anywhere, which will greatly facilitate the life of the consumers today.

2.2.3. Emotional attachment of consumers to mobile devices

With the emergence of smartphones, mobile phones have now evolved into functionally sophisticated, ubiquitous and socially embedded devices. As a result, consumers now consider them indispensable and, as such, are becomingly increasingly emotionally attached (Wehmeyer 2007). Mobile phones have become mediators of expression, experience and communication of feelings and emotions. Users feel increasingly attached to their phones. This may partially be due to inherent emotional character of human communication, and may also be because mobile phones stay closer to the body. For many consumers, mobiles are an extension of themselves to the extent that removal of the device is 'likened to the loss of a limb' (Hulme 2003).

Emotional attachment is enacted in the personalization of the mobile devices. Mobile phones are not only an extension of the user's own presence, but they also allow the virtual presence of those connected to the user by phone or wireless communication. As the social networking websites, like Facebook, have become increasingly popular and are now available as applications on the smartphones, the phones have become an important element in the building and maintaining of groups and communities. Users are able to act spontaneously and emotionally, whether it is spur-of-the-moment meetings, emotive text messaging or status updating on Facebook, and these attributes, in tandem with the 'always on' facility, are crucial to the creation of emotional attachment (Kolsaker and Drakatos 2009).

As such, Kolsaker and Drakatos identify four components of emotional attachment to mobile devices: the ability to strongly personalize the device, the ability to keep in touch with family and friends when on the move, the ability to manage one's private and emotional life, and the idea of feeling part of the modern world. For this study, only the first two components are used for measuring the emotional attachment, as they are considered to be most influencing, as they are cited in most research studies on emotional attachment to mobile devices.

2.2.4. Mobile phone as a marketing channel

"Mobile phone marketing is where internet advertising was in 1996, and now it's about to really take off […] There are already more mobile phones in use worldwide than televisions and computers put together" (Nylund 2009).

The mobile phone offers possibilities for a very unique consumer experience, when compared to the traditional advertising channels. Sultan and Rohm (2005) divide marketing approaches along two dimensions: 1) the degree of interactivity possible on the advertising channel and 2) the degree of location based advertising possible on the channel. According to Sultan and Rohm (2005), the mobile channel provides high interactivity as high possibility of location based advertising (figure 2.).

Figure 2. A Comparison of Marketing Communication approaches (Sultan and Rohm 2005)

Internet and telecommunication services are constantly evolving in order to fulfill customer satisfaction. Enriching these services with innovative approaches such as context-aware, interactive, adaptable and mobile mechanisms enables users to experience a variety of personalized services seamlessly across different platforms and technologies. Rafaeli's research showed that interactivity with advertisements often leads to positive attitudes toward the advertisement (Gao, et al. 2010). Moreover, Macias' (2003) results indicate that interactivity leads to better understanding of the advertisement message by the user. This suggests that advertising should become more interactive. The mobile phone "offers a bi-directional and individual connection to the consumer, which makes it a highly interactive marketing channel" (Park, et al. 2008).

2.2.5. Mobile interactive advertising

Mobile interactive advertising is defined as "advertising or marketing messages delivered to portable devices, either via a synchronized download or wirelessly over the air" (Laszlo 2009). This definition refers to advertisements delivered to laptops and other portable devices, however, the most revolutionary impact of mobile interactive advertising maybe on devices like mobile phones, especially smartphones. With the advanced technological features, like touch screen, smartphones take mobile interactivity to a whole different level.

Interactivity on smartphones is, to some extent, similar to PC-based internet, and these similarities may assist marketers in exploiting the potential of this marketing channel. Laszlo (2009) divides consumers' typical use of mobile interactivity into two main categories:

To save time: by finding strategic information on the fly and then returning to what they were doing. Checking weather and traffic information are examples of this, as is looking up location on a digital map.

To fill time: by engaging with entertaining or informative applications to fill unexpected slow moments in the day. A user in this mode hopes to be amused. Playing games, listening to songs and watching videos on the mobile device fit in this category.

Interactivity is likely to lead to "engagement of the audience", with the recipient of the advertisement "able to reply to or act on it immediately" (Haghirian and Madlberger 2005). As a medium, "it facilitates a direct dialogue between the advertiser and the direct audience", providing a competitive advantage in increasing consumer attention (Bauer, et al. 2005).

Display advertising on smartphones, generally, takes two major forms: display advertisements delivered on the device itself (within a web browser or some other phone-based application) or display advertisements on other media that feature a mobile call-to-action (typically sending a short SMS or clicking to place a phone call to the help service) (Laszlo 2009).

On-device display advertisements in smartphones are similar to the PC-based internet advertisements, and include formats such as text advertisements, graphical banners, video advertisements etc. Other than the video advertisements, these formats are, in general, clickable or otherwise interactive. A "click" on the advertisement can result in taking the user to a specific page, or initiating a text message or call or even making an online purchase. Further interactivity could range from sliding the images and selecting them to view more information, to shaking the phone to continue an advertisement or pieces of it.

In addition to on-device display advertisements, mobile interactivity in smartphones can include mobile coupons to help drive to point of sale (POS), mobile ticketing to help drive to an event, mobile option to onward-going customer etc.

"Consumers expect that clicking on a banner will lead to some form of entertainment, be it a video game, discount voucher or even a click-to-call button for goods they are interested in knowing more about" (Slade 2009), i.e. they expect the advertisement to create value for them. GPS and Wi-Fi features of smartphone add a locational dimension to the advertisements. This provides marketers with alternative ways of gaining consumer interaction, such as over-the-air game/application downloads, location-based targeted information, barcodes etc.

In summary, the discussion above implies that mobile interactivity can provide greater communication with the customer and increase consumer attention, leading to higher response rate to advertisements.

2.2.6. Role of incentives in mobile marketing

The ability to target customers precisely and according to their preferences, and to reach them regardless of time and space restrictions, means that the mobile has enormous potential as a marketing channel. As advertisers have increasingly started to use the personal information of customers to provide targeted advertisements, this has raised consumer consciousness on how their personal data gets treated, giving rise to issues of permission and privacy.

Permission in mobile marketing refers to taking consent of the user before sending advertisements to him on the mobile device. Barwise and Strong (2002) found that consumers were more irritated when advertisements were sent without taking explicit permission from them for mobile marketing. By relying on the permission of the target audience, permission-based advertising focuses on reducing this irritation (Tsang, Ho and Liang 2004). Kajalo, et al. (2007) found that permission-based mobile advertising increases sales of mobile services. Additionally, Leppäniemi (2008) found in his research that permission and privacy affect the consumer intention to receive advertisements, and that intention is higher when permission is ensured.

The discussion above indicates that the concept of permission is extremely important, as it not just strongly relates to attitude toward mobile advertisement but also to the intention to receive future advertisements.

With rising competition, marketers are, therefore, trying to provide various incentives to consumers in order to gain their permission for the advertisements. Incentive based advertising refers to offering users specific financial rewards in return for their permission to receive advertising. For example, mobile operators may offer free minutes (of network service) for listening to voice advertisements.

Tsang and Liang (2004) found in their research that intention to receive mobile advertisements is affected by the incentive associated with the advertisement. Additionally, the results of Khan's (2008) survey showed that respondents were more willing to accept incentive-based mobile advertising. Fifty six percent of the teens and thirty seven percent of adults, surveyed by Khan (2008), said they would be interested in viewing mobile advertisements with incentives. When asked to identify the best mobile advertising incentives, 80 percent of adults and 70 percent of teen respondants chose cash as the preferred choice. This signifies the success of incentives as a major driver for achieving permission from customers.

2.2.7. Consumer attitude and responsiveness toward mobile advertising

The consumer attitudes toward mobile advertisement construct in marketing literature generally is based on four dimensions: entertainment, informativeness, irritation and credibility (Parissa and Madlberger 2006; Tsang, Ho and Liang 2004).

The entertainment dimension refers to the individual's feelings of enjoyment associated with an advertisement, and it strongly influences their attitude toward the advertisement (Shavitt, et al. 1998).

Credibility of the advertising refers to its truthfulness and believability, in general, according to consumer perceptions (MacKenzie and Lutz 1998). The credibility of the mobile advertising message is known to have a positive effect on the consumers' attitudes toward the advertisement (Chowdhury, et al. 2006).

The informativeness dimension refers to the ability of the advertisement to provide up-to-date, timely and immediately accessible information about the products. Mobile advertising research has revealed that the informativeness ability of the advertisements can influence the satisfaction and purchase decision of consumers (Ducoffe 1996).

Irritation is the only negative dimension of attitudes. "When advertising employs techniques that annoy, offend, insult or are overly manipulative, consumers are likely to perceive it as an unwanted and irritating influence" (Ducoffe 1996). When consumers receive an advertising message and feel irritated with it, they may ignore it.

In some research studies examining consumer attitudes toward mobile advertisements, another dimension has been added to these basic four dimensions. This dimension is named perceived advertising value or usefulness of advertising (Ducoffe 1996; Parissa and Madlberger 2006). The perceived value of mobile advertising is "a subjective evaluation of the relative worth or utility of advertising to consumers" (Ducoffe 1996). Perceived value of mobile advertising affects the consumer attitude toward mobile advertising (Haghirian and Madlberger 2005).

Leppäniemi (2008) looked into the consumer responsiveness of mobile marketing. Responsiveness refers to consumers' willingness to respond and receive marketing communication. Leppäniemi (2008) investigated how responsiveness to mobile marketing is related to demographic variables, such as gender. The results demonstrated that responses to mobile marketing differ between men and women, with women being more active participants.

2.4. Summary

In this chapter, the theoretical foundation of this thesis has been established. The first part focused on attitudes in general. In chapter 2.1.1, the concept of attitude was discussed. The definitions in this section provided a basis for further discussion. Since, smartphone advertising incorporates various features of internet advertising too, chapter 2.1.2 gave an overview of internet advertising. In chapter 2.1.3, the attitudes in the context of advertising in general were discussed. The research literature showed that attitude towards advertising in general is an important factor affecting the attitude toward specific advertisement. It was also concluded that consumers may, simultaneously, hold negative as well as positive attitudes toward advertising. Additionally, it was shown that advertising in general is channel dependent.

The second part of the chapter discussed advertising specifically in the domain of mobile. Chapter 2.2.1 provided definition for mobile advertising. In chapter 2.2.2, the motivations and perceptions behind the use of mobile phones were presented. As mobile phones evolve into functionally sophisticated, ubiquitous and socially embedded devices, the increased emotional attachment with the mobile phones was discussed in chapter 2.2.3.

In chapter 2.2.4, mobile phone was evaluated as a marketing channel. The literature showed that mobile is the only marketing channel that gives the possibility of combining high interactivity with high location dependence, offering unique possibilities for targeting and personalization. In chapter 2.2.5, mobile interactive advertising was discussed in more detail. It was established that there are two major forms of advertising: on-device advertising and off-device advertising, and that mobile interactivity plays a vital role in activating the potential of both.

Then chapter 2.2.6 focused on the role of incentives in mobile advertising as a tool for obtaining consumer permission for marketing. In chapter 2.2.7, a review of the literature on consumer attitude and responsiveness toward mobile advertising was presented. The research highlighted the different factors affecting attitude toward mobile advertising, and found that users value the informativeness and entertainment factors of mobile advertisements the most.

3. Research hypotheses

This thesis aims to investigate the consumer attitude toward smartphone advertising. The discussion drawing from the literature on conventional mobile phone shows that attitudes towards advertising in general influence attitude toward mobile advertisement. Since smartphones are an evolution of conventional mobile phones, it is expected that the same conclusion can be drawn in the context of smartphones as well. The relationship is expected to be causal, so it is hypothesized that:

H1 Attitude of smartphone users toward advertisements in general are positively related to the way the users perceive smartphone advertising

Based on the literature discussed in the previous section, factors associated with attitudes towards advertising in mobile phones are evaluated to assess whether they have a relationship with attitudes toward smartphone advertising as well. It is, thus, hypothesized that:

H2 The perceived entertainment, informativeness, usefulness, credibility and irritation of mobile advertisements is related to the attitude toward advertising in smartphone

The advances in wireless information technologies have placed users in a ubiquitous computing environment, allowing access and exchange of information without bounds of time and location. This, coupled with the increased functionalities provided by a smartphone, has resulted in a sharp rise in the use of internet through the mobile devices. The Morgan Stanley forecast (Meeker, et. al 2010) postulates that, by 2014, mobile internet users will surpass desktop internet users. This development in technology has also meant that mobile marketers have brought out smartphone marketing models similar to that on the internet. This study looks deeper into the consumer attitudes toward mobile advertisements in the context of the smartphones. Thus, it is hypothesized that:

H3 Attitude toward internet advertising is related to the attitude toward smartphone advertising

The increased capabilities in smartphones, specifically the availability of touchscreen, have provided new ways of interactivity through the mobile device, which extends from the traditional clicking to pinching/stretching and sliding of display. Additionally, smartphones have the ability of video playback. These new features have been uniquely exploited by marketers, by designing advertisements that allow the pinching/stretching and sliding functionalities to advertised images on the smartphone and advertisements that provide playback of promo videos on fullscreen of smartphone display. Furthermore, the GPS functionality in most smartphones enables location tracking. This provides the marketers an opportunity to also offer location-based targeted advertisements. This has resulted in a unique consumer experience with advertisements on the device. This study aims to look at attitudes towards three types of advertisements: SMS/MMS advertisements, location-based targeted advertisement and interactive advertisement (where the user can interact with the ad content in the form of clicking, pinching/stretching, sliding, shaking the phone). It is hypothesized that:

H4 The type of advertisement affects the attitudes towards the advertisement

Building upon Vincent's (2006) premise that emotional attachment to mobile phones is a likely key influence on future adoption of new services, Kolsaker and Drakatos (2009) reveal that "users are emotionally attached to their mobile devices and that attachment is to a large degree attributable to a sense that the device is an essential part of life with a value that goes beyond simple communication." However, there has been little research on the influence of emotional attachment on the attitude toward mobile marketing. This research looks into the influence of emotional attachment on attitude toward smartphone advertising. Therefore, it is hypothesized that:

H5 Emotional attachment to smartphone is positively related to attitude toward smartphone advertising

Incentive-based advertising provides specific financial rewards to individuals who agree to receive promotions and campaign (Tsang, Ho and Liang 2004). Incentives are also considered to have an impact on consumer intentions to receive mobile advertising under a given attitude. It is, therefore, hypothesized that:

H6 Providing incentives for receiving smartphone advertising affects the consumer intentions to receive smartphone advertising

Using the above hypotheses, a research framework is constructed (Figure 3), which demonstrates the central concepts, covered in this study, and the expected relationships.

Figure 3. Hypothesized Research Framework