Attitudes toward mobile advertising among users versus non-users of the mobile Internet

• The development of mobile devices offers alternatives for interacting with consumers.
• This study analyzes the antecedents and consequences towards mobile advertisings.
• Attitudes exert positive influences on intentions to receive advertising.
• Perceived added value and subjective norms exert a positive influence on attitudes.

Marketing communication strategy via mobile phone constitutes a promising approach to companies because it enables to reach appropriate audiences at the right time and place. The main aim of this research is to determine key factors that create new opportunities for commercial communications by considering consumer attitudes toward mobile advertising. The proposed causal model of attitudes and intentions toward mobile advertising highlights potential differences between users of smartphones with Internet capabilities and non-users. The theoretical model integrates the influences of control, reference groups, perceived added value, and ease of use on attitudes toward mobile advertising, as well as the relationship of these effects with intentions toward advertising, mediated by mobile Internet usage. The sample is 612 respondents who receive advertising by their mobile phones. Our results reveal, similar to other research, that attitudes exert positive influences on intentions to receive advertising, especially among those who already have access to the Internet on their mobile phones. However, regarding these variables, the experience does not contribute to positive attitudes.