Evaluation of the effective factors in creating a positive attitude towards mobile advertising in the city of Kermanshah in 2013

Abstract

Consistent with the emergence of development and flourishing modern business methods to introduce and advertise products and services has undergone tremendous changes. At present age the mobile has created new and interesting channel for person to person marketing activities. One of the issues that have recently been proposed in this field of marketing is advertising through mobile phone, there is not still much cognition about it. This study investigated the effective factors in creating a positive attitude towards mobile advertising in 2013 in Kermanshah city. The research method of considering the purpose, with respect to the nature of subject is applied research and the type of field research. Statistical population and sample in this study is constitute all citizens of the city of Kermanshah that be used the mobile phone and because the population is more than 100 thousand people that according to Morgan table including 384 samples. Method of sampling is convenience Cluster sampling. Validity reviewed by some professors and career experts and consultants of advertising Jobs and to determine the reliability used Cronbach's coefficient alpha, analysis method of data from both descriptive and inferential statistics were used simultaneously. Descriptive statistics mainly has been used mean in other parts were used t-test and regression analysis. This study had includes four hypotheses that were confirmed all of them.