Impact of Mobile advertising on consumer attitudes in Algeria: case study of Ooredoo
Mobile advertising is a perfect tool to build a relationship based on proximity between brand and consumer. It is tactile, interactive, and personalized. As few studies have focused on this con-cept, particularly in the Algerian context, we aim in this research to show the role of mobile ad-vertisin...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2017-04-01
|
| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol7/msl_2016_78.pdf |
| Summary: | Mobile advertising is a perfect tool to build a relationship based on proximity between brand and consumer. It is tactile, interactive, and personalized. As few studies have focused on this con-cept, particularly in the Algerian context, we aim in this research to show the role of mobile ad-vertising on consumer attitudes. After a literature review, an empirical study is conducted among150 students in Tlemcen city. Results, using regression analysis, show that attitude to-wards mobile advertising had no influence on the attitude towards brand and purchase intention. |
|---|---|
| ISSN: | 1923-9335 1923-9343 |