The rapid development of smartphones has resulted in the increasing use of mobileuddevices to deliver advertisements for products and services. Many firms in Vietnam haveudinvested numerous resources in this field, and an in-depth understanding of mobileudadvertising is necessary to develop a successful mobile advertising strategy. Based on theudexisting literature regarding attitudes toward mobile advertising, a questionnaire wasudconstructed to illustrate the factors affecting consumer attitudes toward advertisementsudon the mobile web and mobile applications. A survey of 206 participants was conductedudin this study using the convenience sampling method. The findings of this study show thatudalthough many users do not have positive feelings toward advertising, they cannot ignoreudthe importance of mobile advertising. If mobile advertisers can present credibility andudentertainment in their advertisements, consumers are willing to view the ads and beudinfluenced to buy products and services. Implications and suggestions for further studiesudare also provided in this study.
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