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Journal of Promotional Communications

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Published

2013-09-30

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Vol. 1 No. 1 (2013): Inaugural Issue

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In-App Mobile Advertising: Investigating Consumer Attitudes Towards Pull-Based Mobile Advertising Amongst Young Adults In the UK

Callum Raines

Abstract

Fuelled by the Smartphone’s continued diffusion, the mobile advertising market has experienced a revival.  The discerning marketer now faces a plethora of advertising opportunities to choose from, although arguably In-App advertising has been positioned as the medium with the greatest potential.   Far removed from the legacy of push-based mobile advertising formats the extant literature has addressed, there is little empirical research focused solely on in-app advertising.  The present study sets to address this omission, investigating consumer attitudes specifically towards in-app advertising, the relationship between attitude and behaviour, and the factors influencing overall attitudes. The results of a survey revealed generally negative attitude towards in-app advertising, with the relationship between attitude and behaviour confirmed. Irritation and Entertainment are identified as the central drivers in attitude formation.  Recommendations are proposed as to how marketers can best meet consumer requirements and drive positive attitude formation.

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