| Summary: | The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is largely important in the context of the rational use of various mobile products and services. The main thesis of this study is that the components of company advertising can influence a customer’s decision for
purchase. On the basis of this hypothesis, the aim of this study is to investigate the attitudes towards advertising components, and the degree of their impact on young consumers through conducting anonymous surveys. The obtained results show that younger recipients living in Sofia have greater trust and are more likely to be influenced by the messages of mobile operators’ advertising, than those from Plovdiv and Stara Zagora. All of this allows the discovery of dependencies between certain demographic factors and influential advertising components.
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