Factors influencing Mobile Advertising on Behaviour intention (case study: Students Erbil)

The mobile advertising is the favorite device for student consumers worldwide who tend to exhibit a global perspective. In other words, students tend to relate to the world and global issues. Accordingly, understanding student consumers’ attitudes toward mobile advertising in a cultural context is vital. Quantitative data has been collected through a questionnaire based on simple probability sampling technique. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analyzed using Lisrel. The analysis is based on a student survey. A total of 382 valid responses were received from a survey in Erbil city. The research results reveal that the relationships between (credibility, informativeness, and entertainment) and attitude toward mobile advertising, and the relationship between attitude toward mobile advertising and behavior intention. Implications for the current investigation and future research directions are provided.