Abstract:
With the emerging advertising mediums in today’s business context, each and every
organization struggles to capture the powerful opportunities to reach consumers by
allowing interactivity with personalized marketing messages. The huge advertising clutter
has led to a harder competition to grab the attention of consumers from thousands of
marketing messages. With the penetration of mobile marketing to each and every corner
of Sri Lanka and to each and every hand has led the marketer to open up a new source of
marketing to bridging the gap of being more personalized and delivering the marketing
message to the most effective target group of customers.
In spite of the increasing number of mobile phone users in the country the interested
parties suffering from a lack of knowledge about the topic in the Sri Lankan context.
The nature and implications of mobile marketing is not yet fully understood due to the
inability of applying foreign researches to the Sri Lankan culture as same as it is. The subjective
research addresses those untouched areas of mobile marketing to the hearts of Sri
Lankan consumers with Asian cultural touch.
The study addresses mobile marketing effects on consumer attitudes. Four theories
driven hypothesis are derived and tested. The results indicate that entertainment, informativeness
have a statistically significant positive effects on consumer attitudes. Credibility
of the mobile marketing message also has positive effects on consumer attitudes but
with less significant value. Irritation of the mobile marketing message negatively effects
on consumer attitudes with partially significant value. The findings have managerial implications
for both advertising companies and interested parties for mobile marketing to
use as their advertising mediums.