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Submitted in part fulfilments of the requirements for the degree of

Master of Science in International Marketing Management

Consumers’ Attitudes toward Mobile Advertising:

A comparison study between United Kingdom and Saudi Arabia

by

Ibrahim Alotaibi

School of Management

University of Surrey

August 2009

© Ibrahim Alotaibi

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Declaration of Originality

I declare that my work entitled ‘’ Consumers’ Attitudes toward Mobile

Advertising: A comparison study between UK and Saudi Arabia’’ for the

degree of MSc International Marketing Management, embodies the

results of an original research programme and/or consists of an ordered

and critical exposition of knowledge in a well-defined field.

I have included explicit references to the citation of the work of others in

my own work.

Ibrahim Alotaibi

28 August 2009

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Acknowledgements

I detect this work to my beloved parents (Saleem & Jameliah) who

supported me in doing the Master degree. Also, to my brothers

(Mashhour, Talea, Talal) and my sisters (Fatmah, Wejdan) who did

support me in this research and help me a lot in gathering data from Saudi

Arabia. Finally, to my beloved wife who stood beside me during this

research till the end and to her I say happy first marriage anniversary.

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Abstract

This research focused on the consumers’ attitudes toward mobile advertising. The aim

of it is to contrast the consumers’ attitudes between Saudi Arabia and United Kingdom.

Mobile advertising defined by the American Marketing Association as “the placement

of announcements and persuasive messages in time or space purchased in any of the

mass media by business firms, non-profit organizations, government agencies, and

individuals who seek to inform and/or persuade members of a particular target market

or audience about their products, services, organizations, or ideas” (Vatanparast, 2007).

The research method was positives and quantitative approaches have been chosen. The

instrument used in collecting primary data was a closed-end questionnaire and self-

administration. Sampling size technique was randomly chosen and took place in

Riyadh, Saudi Arabia at three different spots. The sampling size was 110 respondents

representing different backgrounds. The secondary data were used from two academic

studies made in UK.

Three hypotheses formulated to examine the relationship of consumers attitudes with

incentive-based advertising, message characteristics and credibility. The formulations

of the three hypotheses were tested and only the alternatives were supported.

The research found there is no significant difference on consumers’ attitudes toward

mobile advertising between Saudi Arabia and UK in general. The consumers in Saudi

Arabia were more willing to accept the incentive based advertising than in UK.

Furthermore, the UK consumers were slightly more irritated to mobile advertising than

consumers in Saudi Arabia.

The managerial implication spots the areas where international business and marking

can use to improve their advertising strategies. The mobile network operators were

gaining the benefit by acting as facilitator to enhance reaching consumers and improve

their relationship with customers. The incentive based advertising promised to change

the consumer attitude and the way the relationship was built between customers and

service provider as well.

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1.1 Introduction

Marketing tools get developed and improved over the past years. Newspapers, Radio,

TV and Internet all were considered by marketers as a media tool to reach consumers

and they are still. In addition to the traditional word of mouth tool which is the power

of the human voice and human contact they are the most powerful communications

tools. The involvement of technology can be considered as aligner to marketing

techniques development which was remarkable.

A couple of decades ago a new medium emerged to reach customers and to some extent

communicate with them, the Mobile phone. According to Reuters (2009) 6 billion

mobile phone users worldwide are forecasted by 2013, with many people using these

devices as gateways for entertainment services, community information, and social

networking. The increasing importance of the mobile phone will affect other products

and services sectors. The International Telecommunications Union stated in its report

that Mobile subscription growth shows stability at 39 % annually in Africa between

2005-2007, and 28 % in Asia over the same period (abs-cbnnews.com, 2008).

The rapid growth of Mobile phone subscribers worldwide is driven by the fact of being

in touch with family and friends constantly. That needs generate the potential of using

Mobile phone as a medium for business and commerce, as well. The increasing

penetration of mobile technology Mobile commerce promises to change remarkably the

way we used to do some activity. Different mobile applications enabled and facilitated

services such as banking, booking and shopping anywhere anytime (Barnes, 2003).

The Short Message Service (SMS) known as one of the mobile applications that enable

users to send and receive short message. Technically the SMS currently do not exceed

160 characteristics compare to Multimedia message service (MMS) which is rich in

photos and audios (Taylor & Vincent, 2005).

According to TNS global survey which covered 6,800 mobile phone users from 15

different countries. The wireless data use is still limited outside of SMS and users

prefer more to share photos and songs by email rather than MMS. The respondents said

the reason why they do not use MMS is due to its complexity and that represents 70 %

of the total respondents (TNS Global, 2005).

Mobile advertising using SMS and MMS is promised to be potentially helpful to boost

sales. Advertising according to Kotler defined, as “any paid form of non-personal

presentation and promotion of ideas, goods or services by and identified sponsor’’

(Kotler & Keller, 2006). Mobile advertising refers to the advertising of products and

1- INTRODUCTION

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services via SMS, MMS and WAP to mobile handsets in a broader sense. According to

Dynamic Logic the Mobile advertising market is estimated to be over £2.45 million

globally and forecasted to be triple by the year 2011 (Dynamic , 2008). Text messaging

is a new wave in marketing and one of the most powerful components of it is the ability

to save the message on the users’ handsets says Brown, CEO of webexposure.com

(Home Business Magazine, 2009).

According to Price Waterhouse Coopers, the UK mobile advertisements spend

increased 99.2 % year on year to £28.6m in 2008, despite the fact of declining

advertising market. The head of mobile at the Internet Advertising Bureau, Jon Mew,

said: “This is a landmark moment for mobile media. The study is a UK first and makes

mobile a credible media channel. The advertising industry is taking mobile more

seriously because advertising opportunities are starting to mature. Content on mobile

has got better and more publishers are driving individuals to look at content via their

mobiles." (Kimberley, 2009).

Mobile is confirmed as a strong youth medium with 48 % of users between 18-34 years

old, compared to 40 % for the fixed Internet and 29 % for the TV audience. Mobile is

also more tilted towards men, who represent 63 % of total users (GSMA, 2009).

There was a serious step made by GSMA organisation the global trade association

representing more than 700 GSM mobile phone operators across 218 countries around

the world. The step was to establish mobile as lawful advertising medium (Rob

Conway, CEO and Board Member of the GSMA). The GSMA had formed a working

group entitled Mobile Advertising Programme (MAP) with Vodafone Group,

Telefonica O2 Europe, T-Mobile International, FT-Orange Group and 3, to define

common metrics and measurement processes for mobile advertising (GSMA, 2009).

Moreover, there is a strong agreement among mobile network operators that Mobile

advertising is a powerful potential medium that will help marketers to boost their

business. Tanya File the head of Mobile internet at Telefónica said : ‘’Mobile

advertising is a key component for driving mobile usage, but in order to be effective it

needs to be widely supported by the advertising industry. This initiative will seek to

drive this exciting and potentially massive market opportunity by matching the

aspirations of both the advertisers and the operators”. File also said: “Establishing a

common system for mobile advertising will make it as easy for advertisers to run

campaigns on mobiles as it is across traditional media such as television and radio.

This marks a significant step forward in driving the credibility of mobile advertising

Group and 3, to define common metrics and measurement processes for mobile

advertising” (GSMA, 2009).

Vodafone Head of Mobile Advertising said: “Mobile offers advertisers a new

opportunity and we are responding to repeated demands from media planners around

the world for more transparency of the mobile channel”. In addition, T-Mobile in UK

Marketing Director Mr. Phil Chapman said: “The power of the mobile as a marketing

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tool can only be realised if advertisers can clearly see and understand the benefits

compared to traditional media”( GSMA, 2009).

On the one hand, that total agreement and believe among mobile operators shows how

mobile advertising considered important in business to raise awareness and to sell

products, especially nowadays the age of information. On the other hand, they are

concerned about mobile advertising potential to damage their relationship with

subscribers (Rehak, 2008). Therefore, the Mobile Advertising Programme led by

GSMA meant to mitigate this risk with a set of regulations. A set that mainly concerned

on consumer privacy, spam massages according to consumers’ connivance.

Nevertheless, a facilitator to improve homogenisation process between mobile network

operators in delivering the mobile advertising messages to targeted customers.

Recently people all over the world were shocked by the death of the American singer

Michael Jackson who died on 25 Jun 2009 (BBC, 2009). In America people sent

messages to their friends spreading the news of Michael rushed to hospital to save his

life via SMS. The statistic shows that the SMS messages sent via AT&T network

operator increased by 60 % above normal volumes and at one point reaching almost 4

million text messages per minute. Spokeswoman for AT&T Ms. Katherine Eller said:

“Nearly 65,000 texts per second were sent as fans reached out to each other to share

the sad news’’ (Thaindian News, 2009).

Consequently, with other media news channels Michael Jackson’s albums sales boosted

remarkably. According to CNN news website Michael Jackson’s albums took top 15

slots on Amazon of top 50 albums downloaded. On iTunes Michael Jackson’s albums

dominated seven out of the ten top slots on the site. In the same time on European

online music retailer Play website shows astonishingly that Michael Jackson’s albums

among 10 most popular albums downloaded and total downloads on the site have

increased 5,17 % (Mackay, 2009). Furthermore, Nielsen SoundScan said that

downloads for the week of Jackson’s death, his songs hit 3.3 million, up from 52,000 on

the previous week (MSN news, 2009).

1.2 Aims & Objectives

The aim this research is to contrast the consumers’ attitudes toward mobile advertising

between Saudi Arabia and United Kingdom. The concept of mobile advertising is much

broader and want be covered in this research. There are other applications and services

linked to mobile advertising such as MMS, games and music which already have been

used by marketers.

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1.3 Research Structure

The structured of this research will be on six chapters as the following:

Chapter One: Introduction (this one)

This chapter mentioned the emergence of mobile advertising as a reflection on mobile

subscription growth in worldwide. Also, the beneficial use of mobile as a medium to

reach youth generation. In addition, the lawful usage of it was discussed in the relation

with GSMA initiative on mobile advertisements. The absence of the American singer

Michael Jackson caused by his death and how that reflected on his albums sales which

boosted by mobile SMS messages was explained.

Chapter Two: Essential Background

This chapter provides factual data of the current market on mobile advertising industry

globally in glance. The UK mobile market will be revealed with the spotlight on

competition between several network operators and the biggest share holds by O2

mobile. Moreover, the Saudi Arabia mobile market will be explained in terms of

mobile subscriptions and mobile advertising. In further details both markets will be

contrasted and explained.

Chapter Three: Literature Review

The relationship between culture and attitudes will be elaborated with examples to

illustrate them. The attitudes models Tricomponent and Multiattribute will be

explained and the attitude change or reinforce in the shadow of attitudes principles.

Then, the advertising definitions and mobile advertising concept will be discussed. The

advertising ethics and regulations established by Advertising Standard Authority (ASA)

in UK and in Saudi Arabia by Ministry of Culture and Information will be further

explained. Moreover, the mobile advertising industry will be discussed in relationship

with market recession. Finally, the three factors effecting on mobile advertising

perception, advertising based permission, location based advertising and incentive

based advertising. Also, two academic studies on consumer attitude toward mobile

advertising in UK will be reviewed and used to conduct the comparison with Saudi

Arabia.

Chapter Four: Methodology

This chapter explains the research methodology adopted in this research in comparison

with other methods. Questionnaire design will be further described and the techniques

which were used to generate data. Then, the three hypotheses formation will be

explained with their null and alternative hypotheses to each hypothesis. The pilot study

test will be discussed with reliability and validity tests. Furthermore, the sampling size

determination process and how data collocation took place in Saudi Arabia as primary

data will be explained. Finally, secondary data will be used in this research evoked by

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the needs for the comparison between UK and Saudi Arabia consumers’ attitudes

toward mobile advertising.

Chapter Five: Finding Analysis & Discussion

This chapter explains the findings of the studies in contrast starting by the demographic

data. Then, the mobile advertising experience generated from studies carried out in

Saudi Arabia and in UK. The research formed three hypotheses which will be tested in

relation to the findings of the questionnaire made in Saudi Arabia and will be explained

in terms of their acceptance. The three hypotheses were formulated with their null and

alternative hypotheses to each hypothesis. The first hypothesis, there is a relationship

between positive attitude toward mobile advertising. Second hypothesis, there is a

relationship between mobile advertising message characteristics and negative attitude.

Third hypothesis, there is a relationship between negative attitude toward mobile

advertising and credibility. Moreover, the research findings will be discussed in relation

to some of the literature reviewed and followed by a summary to close this chapter.

Chapter Six: Conclusion

This chapter will summarize the five research chapters. Briefly the mobile advertising

industry and the literature reviewed. Then, the questionnaire designing process and

techniques will be explained including the sampling size determination process. The

formulation of the three hypotheses will be demonstrated and the alternative.

Moreover, the research findings and their implication on management will be

explained. The managerial implication focus on the areas where international business

and marketing can be used to improve their advertising strategies.

The misunderstanding of respondents may represent a potential of the research

limitation. The time and financial resources were among the facts that effected on the

research. More respondents involved in this kind of studies would have been more

reliable. Further recommendations were given for researchers to enrich and advance the

knowledge.

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2.1 Introduction

Global mobile subscriptions surpassed 4 billion at the end of 2008 and are expected to

become 6 billion by 2013, making mobile services an extremely relevant platform for

advertising for mass audiences (Reuters, 2009). Prospects for mobile advertising in 2009

are promising despite the economic downturn.

According to Analysys Mason, the current economic downturn is placing pressure on

the advertising market. Consumers will be spending more time at home, and looking for

free and inexpensive entertainment and information. Advertisers require high-impact

media that are highly engaging and highly personal in order to deliver the best value for

money. Therefore, mobile advertising has the potential to address both of these needs

effectively. Alexandra Rehak, Principal Analyst at Analysys Mason said: "For mobile,

the downturn creates a conflicting set of pressures. On the positive side, mobile

advertising will benefit indirectly from the accelerating shift of advertising spend from

traditional to digital media, particularly as consumer take-up of mobile entertainment

services grows in line with greater take-up of 3G" (Analysys Mason, 2009).

Forecasts of Analysys Mason show that, by 2012, mobile advertising will account for

over 4% of total advertising spend in European countries that have relatively high

mobile penetration and 3G network coverage (Analysys Mason, 2009). In this chapter

the mobile market in UK and Saudi Arabia will be discussed and contrasted in further

details.

2.2 UK Mobile Market

The mobile phone market in 2008 reached 76 million subscribers in the UK. An

optimistic forecast made by Mintel which forecast a growth of 22% between last year

2008 to 2013 in current price terms, rising to £1.8bn. The network operators dominating

in UK mobile phone retail sector is O2 through their large national chains of outlets and

a market leader in terms of revenue and in terms of consumer penetration 13% (Mintel,

2008) The overall market penetration in UK subscriptions is 124 % of nearly 61 million

to population (Mintel, 2009). O2 conducted a survey in 2008 which was completed by

100 brand-name IT and Marketing directors and 66% responded that mobile marketing

generates a higher response rate than traditional media channels (Mintel, 2008).

In May 2008, Vodafone allied with Visa Europe and used text message advertisements

for consumers in eight countries centring around the Beijing Olympics. Over half of the

respondents stated they were receptive to receiving more messages provided, they were

2- ESSENTIAL BACKGROUND

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relevant and targeted. Over 86% opened the messages and 76% read them. Vodafone's

research into mobile marketing has indicated that customers are very interested in

mobile marketing, 85% 'like' the concept of Mobile marketing (Mintel, 2009).

In the United Kingdom, SMS has become another important communication channel

among young mobile users. With the popularity of using SMS, it is forecast that the

global revenue generated from mobile advertising will be $9.6 billion (£5.6 billion) by

2010 [Wieland, 2006 (Tong & Wong, 2008)].

Antony North, TXT4's regional director claims that the good news is SMS marketing

has already proven to work. He said "In general we see a typical increase in lead

generation of 50% to 150% from our clients in the UK" (Robertson, 2007).

According to MDA association the Q4 2008 UK Mobile Trends Report says consumers

have without question made mobile messaging their own; it connects friends and

family, it feeds pictures, video or messages to social media tools. Both SMS and MMS

now have a clear place in the connected lives of UK mobile owners. Total number sent

of text short messages system (SMS) in UK by the end of 2008 is 78.9 billion & 553

million of Multimedia Messaging Service (MMS). That is comparing to 2004 - 2007

which rose from 16 billion in 2004 to 56.9 billion in 2007 of SMS and 449 million of

MMS in 2007 (MDA, 2009).

According Fawzi & Salz (2009) the market for mobile advertising UK was assessed to

have a value of 28.6 million GBP in 2008 and that represents 0.16% of the total UK

advertising market (17,5 billion GBP). Comparing 2008 with 2003 has shown a huge

shift from traditional media towards online growth from 2.9% to 19.2% (Fawzi & Salz,

2009).

Recently the Global Messaging Congress held a meeting on June 23, 2009 in London

and John Delaney, start the meeting by saying that "not only is SMS growing but it is

growing quicker". He also, showed that SMS still accounts for 93.7% of messaging

revenue for Western European operators with IM 5% and MMS trailing at 1.3%

(Grenville, 2009).

However he was futurist in spite of SMS growth and when it is about to reach its peak

as maturity, will SMS decline. He said that "SMS is in danger of becoming the Razor - a

great product that was overtaken by competitors. Mobile messaging must get richer or

risk being overtaken by the internet". The Head of Communication Services at 3 UK,

John Eccleston confirmed that SMS is still growing in the UK and is getting harder for

operators to increase the revenues He also, said that the growth of SMS has reflect by a

massive growth in internet communications services (Grenville, 2009).

2.3 Saudi Arabia Mobile Market

In the Kingdom of Saudi Arabia the mobile phone market reached 36 million

subscribers divided on three mobile network operators, STC, Mobily and Zain. The

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Saudi Arabia population estimated of almost 25 million which means almost 130 %

penetration to consumers (CITC Indicators report, 2009 ).

According to a recent indicator report made by Communications and Information

Technology Commission (CITC) in Saudi Arabia says that 36 million mobile

subscribers at the end of 2008 in the market, following more than 46 % growth per year

as an average took place from 2001 (CITC indicators report, 2009 ). The number of

subscribers was 2.5 million in 2001 and jumped to 14 million in 2005 after the entrance

of Mobily as a second mobile operator in the country.

The CITC indicator shows that the pay-as-go subscribers shows the big proportion in

the market by 30.5 million and only 5.5 million as a contract based in 2008. As the

2007 statistics the Saudi Arabia population is 24.5 million 50 % considered as youth

(CDSI, 2007). (see figure 1).

Figurer 1 ( Saudi Population Ages)

Source: CDSI

In the annual report of Oxford Business Group about the telecom sector in Saudi Arabia

in 2008 stated that there is a huge demand in the added value services and content

sector and mostly by younger generation ( OBG, 2008).

The Bulk SMS service providers are licensed by CITC and they send SMS in bulk to

users. This service can be used to promote goods and services, sales, etc. More than 90

bulk SMS licences have been granted by CITC to Bulk SMS providers in Saudi Arabia

(www.spam.gov.sa, 2009). According to Saudi Telecom Company (STC) statistics on

September 2008 SMS messages reached 242 million as an overseas and inside KSA

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informally estimated by 54 billion (Anti-spam STC, 2008). Despite the seasons time

like celebration days as an example by STC operator it reached 392 million on Eid

Alfiter day last year (alqet.com, 2008). As for the SMS SPAM, mobile operators report

SMS SPAM rate as 1.7%. Moreover, 65% of the SMS messages are commercial, 20%

obscene, 2% political, 3% religious, 5% stock market related and 5% others (Anti-

SPAM report, 2008).

2.4 Summary

As been discussed above both markets are growing and expected to be more penetrated.

Furthermore, in UK the mobile penetration reached 124% and in Saudi Arabia reached

130% by the end of 2008. The Saudi population considered statistically less than half

of UK population. Text messages reached nearly 79 billion in UK last year, where in

Saudi Arabia informally estimated by 54 billion. That is meaning statistically one

person’s share of text messages is 6 messages per day in Saudi Arabia where in UK is

3.6 messages per day.

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3.1 Introduction

There are two reasons for reviewing the literature identified by Sharp et al. (2002).

First, the initial search helps to clarify the research idea by generating a broad picture.

Second, is the critical literature review [Sharp et al., 2002 (Lewis et al 2007)]. In this

chapter the culture and attitude as an interactive relationship get effected by personal

nature and social influences will be explained. Cultures’ components will be pointed

out, discuss including attitudes models (Tricomponent & Multiattribute) and

measurement theory. Also, attitudes change and reinforcement on costumers will be

explained in relation with attitudes theories.

The advertising definitions and usage in business with an explanation on how its work

will be detailed. Nevertheless, the advertising regulations sited up by the Advertising

Standard Authority (ASA) in UK and the Ministry of Culture and Information in Saudi

Arabia will be addressed. Followed by Mobile advertising concept, meaning,

definitions and types in more depth and slight details.

Moreover, mobile advertising industry will be discuss with factual data in the

contemporary market in relation with the recession. The relationship between Mobile

advertising and consumer attitudes will be investigated and explained through three

factors, advertising based permission, location based advertising and incentive based

advertising. Finally, a review of two academic studies made in UK about consumer

attitudes toward Mobile advertising. Yet, a summary will be provided to sum-up this

chapter.

3.2 Culture

The basics cultural assumption is illustrated as a deep rooted beliefs which generate

basic values and indirectly they guide humane daily behaviour (Usunier, 2000).

Furthermore, culture can be defined as the values, attitudes, beliefs, ideas, artefacts and

other meaningful symbols represented in the pattern of life adopted by people that help

them interpret, evaluate and communicate as members of a society (Rice, 1993).

It is rare to find Hofstede’s study on culture dimensions absent in academic researches.

The straightforward and applicability of the study make it widely adopted in business.

Hofstede (2002) defined culture as ‘’The collective mental programming of the people

in an environment. Culture is not a characteristic of individuals, it encompasses a

number of people who were conditioned by the same education and life experience’’.

3 - LITERATURE REVIEW

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Therefore, our ideas, values, acts and emotions are products from the culture. (DE

Mooij, 2005).

According to Hofstede (2002) there are five dimensions that different cultures, power

distance, uncertainty avoidance, individualism versus collectivism, masculinity versus

femininity and Confucian dynamism. First, power distance dimension focused on how a

society deals with the fact that people are unequal in physical and intellectual

capabilities. Second dimension uncertainty avoidance measured the extent to which

different cultures socialized their members into accepting vague situations and

tolerating uncertainty. Third dimension individualism versus collectivism focused on

the relationship between individuals. Fourth dimension masculinity versus femininity

spot the light on the relationship between gender and work roles. Finally, the new

dimension long-term versus short-term looked into the attitudes toward time present

and future.

Rice (1993) identified four characteristics of culture, which is a social characteristic of

people in a purpose to serve their needs to make up the society. Second, it is learned by

people in the society in a purpose to socialize with them and to conduct the acceptable

behaviour. Third, it is cumulative in terms of not ending process of added up to the

inheritance values and norms from pervious generation to be pass to next generation.

Fourth, it is adaptive in a sense of changes took place when needs by the society. (see

figure 2 for further explanation)

Figure 2 ( Culture Formation)

Inst

itu

tio

ns

& e

lem

ents

Language

Cu

ltu

re, C

ust

om

s &

Rit

ual

s

Att

itu

de

& B

eh

avio

urs

Artefacts Appearance

Education Dress

Politics Gender role

Religion Food & eating

Values Relationships

Beliefs Social roles

Social Org Learning/mental style

Law Time consciousness

Tech. Work & Leisure

Media

Source: Rice (1993)

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From marketing perspective cultural differences expected by Levitt (1983) as some of

these differences will demolish and the others will expand into mainstream global

preferences. Because of the ubiquity of some global symbols like Nike, McDonald's,

people will think there will be one global world culture (De Mooij, 2005). The

Socialization perceptive; which is the process by which the culture of a society is

transmitted to children and succeeding generations so that they absorb all of its values

and symbols and become able to function effectively within it (Rice, 1993). Meaning

each society produce their own set of culture that in itself unique to some extent.

On the one hand, the globalisation of culture through television, the worldwide web,

marketing and consumption may tend to make lifestyles more similar. On the other

hand, convergence of values is taking place to the same degree as international

marketers may assume. Actually, cultural values determine how people think and

behave and that need to be taken into consideration before going to international

market. Nevertheless, considering Maslow’s hierarchy of needs and how individual

needs/wants vary from one culture to another.

According to Usunier (2000), there are two kinds of products associated with culture

bound. First, it is the high culture bound like furniture because it is shaped by local

style and local manufacturing traditions. Second, it is the low culture bound like

electronics which are more likely to be culture free. Culture bonds are strong for a

product or a service when there is more involvement and investment of consumers’

cultural, national background and identity in consumption (Usunier, 2000).

Consequently, the culture bound has its effect on advertising industry wither online or

offline. Marketing across culture evoke the differences between cultures and

customer’s behaviours. Falling behind the assumption of what suite different nation is

not necessarily appropriate to suite other nation which is indeed correct.

3.3 Attitude as an outcome of Culture

Attitude as one component along others that can reveal people culture in a society.

Researchers who are interested in consumer theories relied more on the role of attitudes

to explain consumer behaviour. Moreover, measuring and understanding particular

attitude will allow marketers to develop and promote product that consumer want

effectively (Foxall el at, 1998). Theorists suggest that consumer behaviour consistent

of purchases, recommendations to other, top ranking, beliefs, evaluations and intentions

which all are related to attitudes (Schiffman & Kanul, 2007).

Personality formation of individuals determined by five basic factors according to

researchers, extraversion versus introversion, agreeableness, conscientiousness,

emotional stability and culture. According to Ajzen (2005) people’s personalities can be

well described if a person can state how sociable, agreeable, conscientious, emotionally

stable and cultured they are. Those characteristics are expected to find expression in

behaviour.

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Attitudes defined by Secord & Backman (1969) as certain regularities of an individual’s

feelings thoughts and predispositions to act toward some aspect of his environment

[Secord & Backman, 1969 ( Rice, 1997 : 176)]. Other definition by Hughes (1971)

defined attitudes as an ‘’individual’s favourable or unfavourable inclination towards an

attribute of an object’’ [(Hughes, 1971:9) Foxall el at, 1998]. From marketing context

consumers hold attitudes toward brands, products, companies or advertisements in

terms of what they like and dislike. In abroad sense two types of attitudes distinguished

by researchers, attitude toward the object and attitude towards the behaviour (Blackwell

el at, 2001).

A comprehensive definition by Allport (1989) of attitude as a mental and neural state of

readiness, organized through experience, exerting a directive or dynamic influence on

the individual’s response to all objects and situations with which it is related [Allport,

1989 (Rice, 1993: 176)].

These definitions of attitude are agreed on that attitude is learned and get effected by

experiences. Also, there is a relationship between attitude and behaviour which can be

consider as interchangeable effect. So we can say attitude is learned or acquired, which

is come as a result of personal experience, reasoning or information. There is an

evidence confirming that there is a close link between attitude and behaviour (Ajzen &

Fishbein, 1980).

In across culture attitudes De Mooij (2005) argue that western consumer behaviourists

look to attitude as a lasting, general evaluating of people, objects, advertisements or

issues as individualistic cultures. Therefore, the future behaviour can be predicated

cause the person’s feelings attitudes and behaviour are consistence. In the contrast, the

eastern culture as collectivistic cultures people form attitudes that fulfil their social

identity functions and therefore there is no consistency. The argument goes on by

measuring the effectiveness of advertising on consumers’ attitude. De Mooij claim that

shown an ad in individualistic cultures and then to collectivistic culture will not be

measured the same. Moreover, individualistic cultures reveal on individuals want that

is consistence with their attitudes and behaviours, where in collectivistic culture is

based on situational factors.

3.3.1 Models of Attitude

Two important models of attitude will be discussed in this research, the Tricomponent

attitude model and the Multiattribute attitude models. Both of them look to attitude

from different perspective and how their components arrange or interrelated (Schiffman

& Kanul, 2004).

3.3.1.1 Tricomponent Attitude Model

This model consist of three components; cognitive, affective and conative (conation).

The cognitive component, is the knowledge and perceptions of person that are acquired

by experience with the attitude object and related information about the same object

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from different sources. That will result with a form of beliefs toward the object (Foxall

el at, 1998).

The affective component, is the emotions or feelings about brand or product that effect

on attitude. In other word, the way a consumer feels about the attitude object. That

emotional states may enhance and enlarge positive or negative experiences toward

objective attitude. (Foxall el at, 1998; Schiffman & Kanul, 2004 ).

The conation component, is the likelihood or tendency that a person will carry out a

specific action or behaviour to the attitude object. The intention of a consumer to act

positively, negatively or neutrally toward the attitude object. That is the actual

behaviour according to some research and treated as an expression of the consumer’s

intention to buy (Foxall el at, 1998). This component may include the actual behaviour

itself which represent consumer’s intention to buy (Schiffman & Kanul, 2004).

There is a relationship between attitudes and hierarchy of effects (AIDA) argued by

Pickton & Broderick (2005). The three sequential stages involve thinking (cognitive,

feeling (affective) and doing (conative) response have similar arrangement in the

hierarchy of effects model. According to Ray (1973) three variants occur and these

depend upon consumer situations; think-feel-do (learning), think-do-feel (low

involvement) and do-feel-think (dissonance attribution). Human behaviour can be

recognised through different sequential process by Ray (1973) model (Pickton &

Broderick, 2005).

3.3.1.2 Multiattribute Attitude Models

Three types of models are considered as Multiattribute attitude models; the attitude

toward object, the attitude toward behaviour and the theory of reasoned action model

(Schiffman & Kanul, 2004).

The attitude toward object is for measuring attitude toward a product/service or even a

brand. It looks on where he/she likes or dislikes it and whether he/she is favourable or

unfavourable a belief about it. For instance, some people think an environment friendly

car is worth buying because it helps to sustain the environment. On the other hand,

some do not think or believe that, so they continued to use their cars regardless of being

friendly to environment or not.

The attitude toward behaviour is considered more close to understand attitude than

object itself. It is the individual’s attitude toward behaving or acting with respect to an

object (Schiffman & Kanul, 2004). Asking a person about luxury cars whether will he

want to buy it is considered as attitude toward behaviour.

Theory of reasoned action (TRA) theory found by (Fishbein & Ajzen, 1980) and it

incorporates a cognitive component, affective component and a conative component of

the basic tricomponets attitude model. It is representing an integrated module to predict

behaviour of consumers that influenced by their intention to act. In order to understand

intention to be able to predict behaviour, subjective norm needs to be understood. That

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can be found be measuring consumer’s feelings (Schiffman & Kanul, 2007). Moreover,

some social psychology ( Krech, Crutchfield and Ballachey, 1962) argued that person’s

social actions are directed by his attitudes, whether that action involve political activity

buying and selling goods, religious belief or ways of earning a living (Fishbein &

Ajzen, 1980).

The theory is based on the assumption that people are usually quite rational and they

make systematic use of the information available to them. That generate the intention

toward certain behaviour which is determine by two factors, personal in nature and

reflecting social influence (Fishbein & Ajzen, 1980). (see figure 3)

Figure 3 ( Theory of Reasoned Action)

Source: (Schiffman & Kanul, 2007)

Fishbein hypothesizes that a person’s behavioural intentions are determined by personal

component (attitudinal) and social component (normative). The personal component or

attitude refers to personal judgment of behaviour, whereas the social component or

normative refers to social pressures on behaviour such as expectations of others (i.e.

family, friends). Lee & Green (1991) express that social pressure has weak influence

on individualists living in individualistic cultures compared to collectivists cultures

which is in some how relatively strong.

3.3.2 Attitude Change

Attitude is not stable in fact it gets changed by the time and effected by the living

environment. The intensive advertising and publicity may help in changing the

customer attitude. According to Engle el at (2001) the positive or negative may become

more neutral simply because of the passage of time. However, the attitude might remain

the same and that called as attitude resistance. The level of resistance may by high and

that caused by the direct experience customer get through which will be hard to change.

In contrast, the indirect experience like seeing an advertisement or other experience will

be acceptable to change.

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Schiffman & Kanul (1994) argued that attitude is learned process and is influenced by

personal experience, other information sources and personality. Marketers considered

customer attitude is a vital factor to determine how to approach their products or

services to market. Therefore, the marketers strategies in attitude change formed in five

points. First, changing consumers’ basic motivational function. Second, associating

the product with an admired group or event. Third, relating two conflicting attitudes

seeking clarification. Fourth, altering component of the multi-attribute mode and finally

changing consumer beliefs about competitors’ brands. Moreover, there are two types of

theories influence attitude change strategies before purchase; attitudinal theories and

theories of information processing (Assale, 1998).

Assael (1998) propose that there are certain conditions for attitude reinforcement and

change on customer before change takes place. They are more reflecting on product

category, market environment and nature of consumer. However, several principles

may change consumers’ beliefs about a brand, brand attitudes and intention to buy.

Those principles are the following; beliefs are easier to change than desired benefits,

brand beliefs are easier to change than brand attitudes, attitudes are a more relevant

vehicle for change, attitudes are easier to change when there is a low level of

involvement (i.e food), weak attitudes are easier to change than strong ones and

attitudes are easier to change when they are based on ambiguous information.

3.4 Advertising

There are several definitions of Advertising and the modern definition includes five

basic factors; paid form, sponsor identified, seeks to inform consumers about

product/service, reaches a broad audience and via mass media (Wells el at, 2009).

Advertising according to Kotler is defined, as “Any paid form of non-personal

presentation and promotion of ideas, goods or services by and identified sponsor’’

(Kotler & Keller, 2006). Another definition by Wells et al. (2009) and more

comprehensively defied advertising as ‘’a paid form of persuasive communication that

uses mass and interactive media to reach broad audiences in order to connect and

identified sponsor with buyers (a target audience) and provide information about

products (goods, services, and idea)’’.

Advertising is considered as specific and unique element in integrated marketing

communication among Public relation, Direct marketing, Sales promotion and Personal

selling attract people to product or service. It believes that advertising good in

generating awareness and maintain brands image on consumers’ minds (Pickton &

Broderick, 2005).

Brierley (2002) stated that the roots of mass advertising are embedded in the industrial

revolution. The first mass advertiser was Josiah Wedgwood who advertise for luxury

pottery in the middle of 1700s (Brierley, 2002). Nowadays, more obviously the need for

advertising in the age of information whilst mass production provoke consumers’

habits.

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There are three reasons explained by Brierley (2002) for using advertising. First,

advertising is often used to increase sales as short-term without compromising on long-

term goals. Second, it is used to improve firm’s corporate image. Third, it is used by

government to promote public awareness on social security and health like anti-drugs

campaigns (Brierley, 2002).

According to Wells et al. (2009) there are seven types of advertising and each has

different role. First, brand advertising like Pepsi, Coca-Cola & Microsoft Windows.

Second, retail or local advertising that serves a particular geographical area. Third,

direct-response advertising like direct mail messages via mobile and internet. Fourth,

business-to-business advertising where company communicate to another. Fifth,

institutional or corporate advertising that more focus on establishing corporate identity

or even change public opinion positively toward their products like in Tobacco

industry. Sixth, non-profit advertising as in charity organization like Red Cross health

services. Finally, public service advertising like in child abuse campaigns.

The advertising appeals differ from collectivism culture to individualism culture.

Members of individualistic and collectivism societies responded differently to

advertisements emphasizing on individualistic or collectivistic appeals. According to

De Mooij (2005) in collective cultures such as China appeals focusing on group

benefits, harmony and family are more effective. In the contrast, in individualistic

cultures as in UK or USA advertising is more effective that appeals to individual

benefits and preferences.

There are two theory describing how advertising work, the strong theory of advertising

Awareness, Interest, Desire, Action (AIDA) and the weak theory of advertising (ATR).

Those will be more explicit on consumers’ behaviour through the decision model and

either low or high involvement. However, advertising will be more important in

maintaining awareness and keep brand on consumers’ mind last long (Jobber 2007).

Advertising and promotion create a self generating system on consumers that signs

shape their experiences and social identity. There is a debate among researchers that

advertising do not change customer attitude toward brand where other do believe it does

(Pickton & Broderick 2005).

3.4.1 Advertising Regulation

There are moral principles in any society that govern actions of individual and groups

(Belch &. Belch, 2004) . Some products can not be promoted in UK like Tobacco and

drugs due to their health hazard on persons. The Advertising Standards Authority

(ASA) in UK founded in 1962 act as an independent organisation to promote high

standards in advertising and impose the self regulatory system. ASA gives the

promoter recommendation that there is no evidence of a contravention of the codes in

the promotion. Furthermore, monitoring ads across traditional media channel (Cronin,

2004). Complaints about ad seen in TV, newspaper or aired on radio will be

investigated and reported to advertiser by ASA (asa.org.uk/asa, 2009). The ASA

assesses advertisements against the British codes of advertising and sales (Cronin,

2004).

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In Saudi Arabia the ministry of culture and information is the one set out the rules and

the regulations that advertiser needs to adhere to them in national media. Alcohol,

Cigarette, sexual scenes are illegal for neither broadcasting nor publishing in Saudi

Arabia. The ministry firm a committee to receive clams and complains about any ad

cross the rules or contains disturbing message to social ethics (info.gov.sa, 2009).

Although, these regulation are not strictly applied in the open sky broadcasting there are

still moral ethics of the society which actively used.

3.4.2 Target Audience

The advertiser needs to determine the target audience that might be interested in paying

the product/service. That can be easily done vie market segmentation if looking for

large groups of people. According to Russell el at (2005) there are several

segmentations can help to reach the right customer. First, the geographical

segmentation which considered the oldest form of segmentation. The geographical

segmentation can be drive out from, Post Code, Census regions, areas of dominant

influence and counties. Second, product user segmentation which is based on

consumption patterns of a brand or category. The advertiser is mostly interested in

products pattern not customer characteristics. Third, lifestyle segmentation where one

live a certain lifestyle his closet neighbours may do live so and base on this assumption

cluster can be make to target audience. The income level can be spot out vie the

lifestyle segmentation. Finally, benefits and attitude segmentation where customers

cluster by their interest in a product or service. These segmentation filed to be verified

may cause ineffectiveness of the advertisement. Nevertheless, the sponsor filed to

reach the exact customer that in need for the product/service.

3.5 Mobile Advertising

The convergence of the internet and wireless telephone has presented a new platform

for advertising. Advertisers use mobile phones based on platforms such as the Wireless

Application Protocol (WAP), Short Message Service (SMS) as a medium to deliver

advertising message to consumers. According to Informa Telecoms & Media £6.1bn of

global ad spends will be through mobile channels by 2011 (Goldie, 2006). This

opportunity enabled marketers to reach consumers when and where it is most

appropriate for the effectiveness of a marketing campaign. Bearing in mind the ability

of M-advertising to customise and personalise their messages for mobile users (Cleff,

2007).

Mobile advertising defined by the American Marketing Association as “the placement

of announcements and persuasive messages in time or space purchased in any of the

mass media by business firms, non-profit organizations, government agencies, and

individuals who seek to inform and/or persuade members of a particular target market

or audience about their products, services, organizations, or ideas” (Vatanparast, 2007).

M-advertising refers to the advertising of product/service which regarded by many as

one of the most promising and profitable business opportunities amongst mobile

computing applications (Barnes, 2003).

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A mobile marketing survey made suggested that about 7% of the mobile users would be

willing to receive mobile ads ‘if they were relevant’ [Ask el at, 2006 (Cleff, 2007)].

Unlike personal computers mobile devices typically are not shared among people,

which allows for precise targeting of advertising as one-to-one. Mobile devices are very

personal to users and based on mobile advertising can be very personal in terms of time

and relevant (Barnes, 2003). In fact, mobile users rely on their devices; they rarely

leave their home without it (Cleff, 2007).

Moreover, some people are emotionally attached to their Mobile phones because of the

‘’staying in touch’’ adapted behaviour. Users benefit from a reassuring sense of not

being alone even when geographically removed from their social network (Vincent,

2005 & Wajcman el at, 2009).

According to Kotler formulating the message is critical in mobile advertising and will

require solving four main problems. First, it is what to say to customer which concern

in message content. Second, it is how to say it logically in a way to make sense to

customer and that refer to is as message structure. Third, it is how to say it

symbolically using different forms encapsulate the message and refer to is as message

format. Finally, it is who should say it to customer in terms of the message source

(Vatanparast, 2007).

There are two types of advertising categorise through mobile, pull and push. According

to Barnes (2003) the push advertising involves pushing advertising messages to

consumers via SMS or alert. The other type which is pull is involves placing

advertisement on browsed wireless content. (See Figure 4)

Figure 4 ( Types of Advertisement)

Source: Barnes 2002

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Mobile advertising considered as a direct marketing where customers can be segmented

to be address effectively. Mr. Khan, editor in chief of Mobile Marketer, said; "Mobile

marketing fits squarely within direct marketing, given its ability to generate and track

response to advertising, marketing and retail offers" (Goldie, 2006) .

Push advertising according to Delaney "SMS has very strong foundations all you need

to know is do they have a mobile phone and it gets pushed to a device straight away and

is the default on a lot of phones." (Grenville, 2009).

Barnes (2002) express on his research on Wireless digital advertising that ad being sent

directly to an individual’s phone as push marketing should be reserved for companies

who have an established relationship and permission to push wireless communications

to users. Privacy as a serious issue to consumers and their rights to restrict the receive

of push advertising. That leads to the promotion of ‘opt-in’ & ‘opt-out’ schemes. In

other word, ‘opt-in’ involves the user agreeing to receive advertising message in his

mobile before anything is sent, with the opportunity to change site preferences or stop

messages at any time customers want via opt-out option.

Pull advertising according to Barnes (2002) research that there are various types of

wireless pull ads have been created for mobile devices. Most Wireless Application

Protocol (WAP) pull ads are simple in nature although HTML-type platforms offer

higher richness.

User perceptions are important and to overcome their negative perceptions is

‘’positioning wireless advertising as additional content’’ says Barnes (2003).

WindWire made a survey on 260 customers and shows that 51% willing to view free

ads via WAP or PDA, where 14 % would view them unconditionally. Also, in Japan

they express their intention to view ads (Barnes, 2003). The essence to have a

successful pull advertising is careful targeting to achieve relevance, positive response

and acceptance [Lot21, 2001(Barnes, 2003)].

3.5.1 Mobile Advertising Industry

The evolution of the mobile industry consumers’ perspective toward mobile advertising

is still open. Many theorists believe that mobile advertising has the potential to be very

beneficial to the mass population. Mobile service helped people find resources

important to them at the moment they need them and assisting people with finding

critical information whenever and where ever they need it. It is clear that the mobile

device can offer unparalleled convenience and practicality. Nevertheless, the practice

of mobile advertising has yet to grow beyond a mobile version of traditional

advertising, and thus has yet to reach a point where it benefits advertiser and consumer.

The fact of promotional messages delivered via mobile devices to consumers have yet

to fully demonstrate value to their recipients in order to be accepted (Wais & Clemons,

2008).

The mobile advertising industry has also experienced a large number of

disappointments, which have thus far obstructed mobile advertising from experiencing

the type of growth that Internet advertising experienced during the late 1990s to 2000.

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Consumer resistance to and irritation of mobile commercial message has the potential to

damage the advertiser’s brand rather than enhance or promote it.

Wais & Clemons (2008) believed that the economics and business models behind

mobile advertising still have to reach maturity stage. Nowadays, the interest of mobile

advertising is not that big by advertisers resulting with lack of successful experience of

this tool. The global code of conduct issued by Mobile Marketing Association (MMA)

is considerable as a positive step toward the maturity. Moreover, it concentrate on

costumer perceptive of receiving commercial advertisements on their mobile phone

(mmaglobal.com, 2009).

On Mobile Magazine an article by Alan Pascoe, Senior Product Manager at Tekelec

stated that Industry analyst informally has estimated that mobile advertising market will

be worth £6.8 billion globally by 2011. The optimistic forecasted behind this growth is

the fact that mobile advertising offers brands an extraordinary ability to be highly

targeted and build personal relationships with consumers. Mobile uniqueness present of

the sheer number of devices, exceeding the number of TV or PC (Mobile Marketing

Magazine, 2009). (See figure 5)

Figure 5 (Perceptual map of mobile marketing terms and Fortune Global 500 industries)

Adapted from (Murphy el at, 2005)

In the UK, the mobile advertising market is still small but growing fast. In 2008, the

market mediaweek.co.uk was worth about £28.6 million, according to the Internet

Advertising Bureau and PricewaterhouseCoopers. Nick Lane, chief researcher at

consultancy D2Mobile, estimates that market will expand by about 20% to 25% over

the next year 2010, driven by WAP sites and SMS and Bluetooth campaigns. In

addition, about 20% of spend on mobile advertising comes from major brands, with the

rest from mobile content providers, such as games companies and ring-tone specialists.

The car industry has been quick to exploit mobile opportunities, after realising that

mobile ads are an effective method of generating sales leads and test drives (Huber,

2009).

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The Advertising Association reported that advertising spent in the UK drooped by 4%

to £18.6bn in 2008 compare to spent across all other media sectors due the global

recession which may have an impact on M-advertising (Reynolds, 2009). Frankly, The

Mobile advertising is cost effective and low cost which require small budget to

implement. It is even easier to implement and measure (Feldman, 2008).

In Saudi Arabia the recession has its reflection on consumers spending habit. Bayt.com

in association with YouGov made a study entitled ‘’Surviving the Recession’’ across

many countries including Saudi Arabia and published in July 2009. The study reveals

28% of Saudi Arabia’s residents have cut down on their household expenditure in

response to the current recession. Before the recession, 38% of respondents felt

financially better off than their peers, whilst only 28% of respondents said they feel

better off during the recession (Bayt.com, 2009).

The Bayt.com’s regional manager Amer Zureikat says that “There is a general

consensus that the recession is having a sustained impact on the region, which of

course manifests itself in the behaviour and attitudes of professionals living and

working here. The recession naturally leads to a dearth in liquidity, which is made very

clear by the fact that so many residents in the region have limited their spending”

(Bayt.com, 2009). However, the president of Smartreply Eric Holmen believe that

global recession is a perfect time to go on mobile phones (Multichannel Merchant,

2009).

3.5.2 Mobile Advertising Perception

A study was made in USA by Nielsen on more than 22 thousand active mobile data

users in the 4th

quarter of 2007. The Nielsen study was based on a survey and

participants were asked about responses to banner ads, text ads, and video advertising,

among other mobile formats. Nielsen found that the recall of mobile advertising jumped

to 38 % compared to the 2nd

quarter.

Furthermore, Nielsen found that teens were the most likely to recall seeing some type of

mobile ad by 46% compared to 29% of data users as overall (See Figure 6). It also,

found that subscribers are more willing to accept advertising in exchange for lower

costs or better content. Finding shows that 32% said they're open to mobile advertising

if it is going to lower their overall bill, while 13% will welcome it within a promise to

boosts the quality of their mobile media offerings. Finally, 23% expect to see more

mobile advertising in the future in compared to Nielsen first quarter study which was

15% in 2007 (Walsh, 2008).

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Figure 6 (Recall of Mobile Advertising)

Source: Mobile Marketing Association

There is another study which according to Media week site the survey made on Mobile

Attitude & Usage Study: Western Europe Markets in 2007. The survey found that the

proportion of people who would opt-in to mobile marketing in the UK was 25%,

compared to 62% in Italy, 57% in Spain, 36% in France and 28% in Germany

(McCormick, 2008).

According to Alan Pascoe, Senior Product Manager at Tekelec, express that Direct

Marketing Association survey which made on August 2008 found almost 70% of

respondents reacted to SMS messages sent from suppliers, compared to only a 30%

success rate for email (Mobile Marketing Magazine, 2009).

Dynamic Logic made a study on whether mobile advertising can raise brand awareness.

The study showed that by 23.9% respondent were more aware about the brand

compared to other group in the study. Furthermore, the purchase intention was 4.7 %

than who did see the advertisements and brand favourability 5.4 %. This study shows

that there is a positive effect of mobile advertising which results of brand awareness and

more intent to purchase (New Media Age, 2008).

3.5.3 Youth Attitude to SMS

Mobile phone and SMS are considered by many social scholars as new social

phenomena. Teenagers have been quick to adopt mobile, statistics in 2002 shows

teenagers aged between 14 - 18 in UK were around two-thirds as likely as adults to own

a mobile (Harper & Hamill, 2005). The pay as you go packages from the network

operators in UK linked pre pay billing with the use of SMS by giving users the

opportunity to send messages for free. Those users shown to be the younger users who

are the largest consumer of pay as you go packages (Taylor & Vincent, 2005).

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Taylor & Harper (2003) made a study on gift giving and text in the UK. They found

that mobile phone provides a medium through which young people sustain their

relationship with their friends and family. Moreover, their usage of SMS between each

other can be seen as form of gift giving (Vincent, 2005). The growth of SMS is seen to

be caused by young people who are the driving force behind it and the growing text

messaging culture [Thurlow, 2003 ( Reid, 2005)].

A study made on diffusion & secures factors of mobile marketing, stated that nine

experts who have been interviewed said that SMS is useful for targeting young

audiences to announce events or support product launches, for the seek of having a

successful SMS campaign (Murphy el at, 2005). In fact, last year (2008) Mobileyouth

published a report entitled ‘’Marketing & Advertising to Youth’’ published on

September 2008 which end up with same result . The report shows that from the age

(18 – 24) by 43 % recalled brand based on mobile ad received. Moreover, it shows that

only 25 % from the age (25 – 34) who recalled in compare to the age (35 – 44) by 17 %.

(see figure 7)

Figure 7 ( Youth & Mobile Advertisement recall)

Source: Mobieyouth.com

3.5.4 Fitness Industry Association Campaign

Recently the Fitness First campaign used SMS advertisements offering five days free

membership and a personal training session. The campaign reached customers through

O2 subscribers by selecting them by postcode. Messages were sent to customers within

three miles of the Fitness First gym and asked recipients to respond to a short code with

their postcode. The campaign target people age between 18 – 35 who are interested in

29 | P a g e

sport and their health. The respondents received SMS message with the address and

phone number of the nearest gym to each respondent offering five days voucher to use

in that gym (Grenville, 2009).

3.6 Relationship between Mobile Advertising & Consumer Attitude

3.6.1 Consumer Acceptance of Mobile Advertising

There are several Academic researches made on mobile commerce and consumer

acceptance of mobile advertising. According to Merisavo et al. (2006) the first

empirical studies was made by Barwise and Strong’s (2002). The study was on

incentive-based mobile text message (SMS) advertising in the United Kingdom. In the

study the chosen respondents received more than 120 messages during the six week

trial period and were paid a £5 fee on recruitment, and £0.05p per message. The

findings show that 51% were very satisfied and 42% fairly satisfied. Also, show that

84% mentioned they were likely to recommend the service to their friends.

Consequently, findings shows that almost of all respondents were satisfied or very

satisfied. Also, most of them by 81% read all messages, 63 % responded or took action

and 17 % forwarded at least one message. Barwise and Strong (2002) suggested that

mobile advertising works best for marketing simple and inexpensive products and

services.

An other study made by Rettie, Grandcolas, and Deakins (2005) found when analysed

26 different mobile advertising campaigns and (5,401 respondents), that overall

acceptance of SMS advertising was 44%, with response rates ranging from 3% to 68% .

Also, most of received messages were read by 89 %. Moreover, some respondents

forwarded the ad to friends which represent 5 %. Overall, acceptance was significantly

correlated with campaign interest, campaign relevance, and monetary incentives.

A survey of 1,028 respondents made by Bauer et al. (2005) identifying entertainment

and information values were the strongest drivers of mobile advertising acceptance. The

researchers suggest that in order for consumers to develop a positive attitude towards

mobile advertising, mobile advertising messages have to be creatively designed and

entertaining. Moreover, high information provided via messages and valued by

customer will also enhance the overall acceptance of m-advertising.

Debetaz (2004) in her report entitled (Analyzing the environment of Mobile Marketing

using Short Message Service) find out from Enpocket 2002 survey which was carried in

UK. That SMS advertising messages coming from carrier are more likely to be

accepted than messages coming from brands directly. This enhances the fact that people

seem to accept this way of communication as long as it comes from a trusted source

such as mobile operators (www.mics.ch, 2009).

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3.6.2 Advertising Based Permission

The study of Barwise and Strong (2002) of the role of permission based mobile

advertising shows clearly the positive attitude toward mobile advertising. In fact,

sending SMS to users without their permission will generate negative attitude and might

reduce brand equity. The is because of mobile handsets seen as personal space and the

person so attached to it (Vincent, 2005).

Other studies have been conducted to examine consumer attitudes towards SMS

advertising based permission and measured the effectiveness of SMS advertising.

Firstly, Rettie and Brum (2001) found that the acceptability of SMS is likely to depend

on age, income, education and the number of messages received. Secondly, Whitepaper

claimed that SMS messaging is attractive to younger users, especially for 15-24 years

old which has proved extremely difficult to reach with other media (Barnes 2002).

Thirdly, Anderson and Nilsson (2000) found that a campaign did have a positive impact

on brand awareness and purchase intention; however, it did not have any effect on

brand attitude. Fourthly, Enpocket (2002b) found that SMS has proven to be an

excellent means of communicating brand value. Finally, Enpocket (2002c) found that

94% of occasions, respondents read the messages, and 23% of them will show or

forward a marketing message to a friend (Maneesoonthorn & Fortin, 2006).

Consumers’ attitude toward mobile advertising would be favourable if mobile

advertising was sent with permission. In other words, if consumers held positive

attitudes toward mobile advertising, it is likely that mobile advertising will be more

effective. Consequently, that showed positive attitudes towards mobile advertising

could predict adoption intention of mobile advertising in general. In order to

successfully adopt mobile advertising, consumers should have a positive attitude.

In research published in Marketing Business of 705 respondents in UK, Italy and

Germany about interactive campaigns via Mobile Advertising in 2002. The research

found that 43% of respondents said they felt that the campaigns have a positive impact

on the advertised brand. Also, it found only 7% hold a negative opinion whilst 68% of

total respondents most likely or definitely recommend their friends to receive such

messages. Interestingly, 43% of respondents would likely to view the ad or visit the

website for more information (Pickton & Broderick, 2005)

Tsang el at. (2004) provide empirical evidence from their study which studied 370

mobile users. The study found that entertainment beside other attributes was the most

important of the factors that affect respondents’ attitudes, followed by credibility and

irritation. Furthermore, the study found that attitude is positively related to the

intention of customers to receive mobile ads. The explanation rooted from the study

said that intention is affected by the incentive provided in association with the

advertisement. As a result, respondents were more willing to accept incentive-based

mobile advertising.

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3.6.3 Location Based Advertising

Location Based Services (LBS) defines by Mobileinfo as mobile commerce services

that utilize information about the current location of the person using a mobile device.

Information provided should include both location-specific and personalized based on

the personal profile of the mobile user. There are two categories of LBS, end user

application perspective (i.e. mobile advertising) and developer perspective (i.e. GPS,

LBB) (Mobileifo, 2002).

Location based advertising refer to marketer controlled information customized to

location where users access advertising media [Bruner & Kumar, 2007 (Banerjee &

Dholakia, 2008)]. Advertisements sent to a user might be location-sensitive and might

inform the user about various ongoing specials at establishments in the surrounding

areas (i.e. shops’ sales, restaurants or events carried nearby).

A study was published in International Journal of Mobile Marketing about whether LBS

will work for Mobile Advertising. The study shows clearly that LBS strategy of

Mobile advertising did not show main effect on consumers’ perspectives. Moreover, it

found that unwillingness of customers to go to the advertiser shop whether received in

private location or public location (Banerjee & Dholakia, 2008).

3.6.4 Incentive Based Advertising

A research made by Velti in 2008, which is recognised as a leader in mobile marketing

technology and services, found that 79% of UK consumers believe the growth of

mobile advertising is inevitable. The survey made on more than 1,600 UK mobile

phone users about their usage habits. The result showed that the majority of

respondents are starting to accept mobile marketing and advertising, but the respondents

made themselves clear by expressing the opinion that in order to use their handsets as a

medium they want something in return (Velti, 2008).

The study showed that 80% among UK respondents were adults and initially said they

did not wish to receive advertising on their mobile phones, but 56% of all respondents

would do if it was on an optional basis and in exchange for incentives or rewards

provided. Respondents who agreed on incentive by 50% among them preferred cash

and by 40% preferred free minutes & text. The other remained of proportion by 22%

preferred location based services as a service provided freely instead.

According to a survey made by Harris Interactive conducted in June 2007, 56% of teen

and 37% of adult mobile phone users would be willing to accept incentive-based

advertisements. Among teens 70% preferred cash compared to 80% of adult and 53% of

teens preferred free minutes whilst 49% of adult preferred that (Harris Interactive,

2007).

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Another survey conducted as part of a report confirmed that consumers were happy to

receive advertisements on condition that to exchange them for free or cheaper mobile

content. It also detected varying levels of tolerance depending on the type of content on

offer. Similarly, a study made by the Online Publishers Association (OPA) and found

that by 37% of consumers showed positive attitude towards the idea of receiving

advertisements in exchange for free content (O’Shea, 2007).

3.7 Previous studies on Attitudes toward Mobile Advertising in UK

There are two studies made by two students in 2005 to achieve their Master degree at

the University of Surrey. The first one made by Jin Yu (study A) and the second made

by Emillie Beneitez-Lefbver (study B). Both of these studies were made in Guildford,

UK and will be used in this reach to conduct the comparison study between UK and

Saudi Arabia. Although, there is a limitation on these two studies, but they still provide

a prime foundation to understanding customers attitudes toward mobile advertising in

UK for future studies done in this field.

3.7.1 Study (A)

Yu (2005) study entitled (Consumer attitudes towards mobile advertising: an

investigation of mobile phone users) was made in UK. The primary aim of the study

was to explore how the perceived message content of mobile advertising affects the

attitude of receivers. Moreover, the relationship between permission-based and attitude

whether that will be positively effect or the opposite. The study took place in Guildford

on 200 mobile phone users chosen randomly from town centre. The research found 47

% of respondents were male and 53 % were female. The respondents age were

categorised on six groups, below 20 years was 25 %, 21 – 30 by 29.5 % which is the

majority, 31- 40 by 21 %, 41-50 by 15 %, 51 – 60 by 7 % and above 60 by 2 %. In

terms of there education background the big proportion by 47 % undergraduate, 21.5 %

for high school and below, 31 % for postgraduate.

The majority of the sample size received two to three advertising messages on their

mobile which represent 56 %. Furthermore, 86 % of them agreed on reading them and

only 14 % ignored them completely. Nevertheless, the respondents showed

disagreement of considering mobile advertising as good by 78.5 % and only 21.5 %

agree that they do like it.

The researcher found on the result indicators that consumer attitudes are strongly

related to the message content. In fact, mobile message content attributes that consider

on the study (entertainment, informativeness and credibility) were mostly affecting the

consumers’ attitude toward positively and specially the entertainment. Yu (2005)

concluded that young mobile users who were included in the research were more

sensitive to entertainment than adults.

Most of respondents showed willingness to receive incentive based mobile advertising.

However, the general attitudes from respondents were negative and that attitudes would

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be positive if permission is obtained. The researcher recommendation to marketers and

advertisers was that they should focus more in entertainment factor to impress mobile

users. Consequently, that will lead to effectiveness of mobile ad and an improvement in

business turnover.

3.7.2 Study (B)

Beneitez-Lefebvre (2005) entitled (Factors affecting consumers' attitude toward mobile

advertising) was made in UK. The researcher’s aim was to investigate the young

adults’ attitudes toward mobile advertising and remark factors that are important to

phone users in predicting attitude to m-advertising. The research conducted at the

University of Surrey in Guildford on 126 mobile phone owners via an online

questionnaire. The findings were 55.6 % of respondents were Male and 44.4 % were

Female. There ages were grouped on three categories, 16 - 20 by 12.7 %, 21 – 25 by

51.60 % and above 25 by 35.70 %. Regarding their education they were postgraduate

by 63.5 %, 13.50 % graduated, 12.7 % secondary school, 7.1 % primary school and 3.2

% hold doctorate degree.

Lefebvre found that 96 % of respondents received Short Message Service (SMS)

advertising and 37 % of them did not enjoy them, whilst 14% did enjoy. The

respondents were asked about the overall likeability of mobile advertising and the result

shows 22% like it where 16% neither liked nor disliked it. In the contrary, 36% were

disagreeing on liking mobile advertising and 22 % were strongly disagreeing.

One of the astonishing findings on this study is 70% of respondents agreed on the

usefulness of receiving information via mobile advertising. That shows the general

attitude toward mobile advertising if it contains usefulness information to users is

positive.

According to Lefebvre study the respondents overall held a negative attitude toward

receiving mobile advertising. Lefebvre justified that by several studies (Ozham, 2004,

Saker & Speck, 1998) made on higher level educators that generally showed a negative

attitude toward advertising and the majority of the research respondents were

postgraduates and degree level.

Lefebvre’s study ended up saying that the successfulness of mobile advertising depends

on the message characteristics. On the other hand, the main obstacles for mobile

advertising success are privacy and general security managing to mitigate them through

more regulations will improve users’ trust toward mobile advertising. Also, capture

more willingness of users to accept mobile as a medium for advertising.

3.8 Summary

The culture definitions and Hofstede’s culture dominations were viewed and explained.

Culture five dimensions were pointed out how they reflect on behaviour and attitude.

Moreover, cultural differences across countries were discussed in relation with

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product/services attributes. Then, attitude was viewed as an outcome of culture that

effected by it and reflects on culture. Attitudes’ models (Tricomponent &

Multiattribute) and measurement theory were explained and discussed.

Advertising definitions and its usage were mentioned with examples. Also, the

advertising regulations in UK and Saudi Arabia were referred to for advertisers to

adhere. The mobile advertising defined by American Marketing Association as ‘’ the

placement of announcements and persuasive messages in time or space purchased in

any of the mass media by business firms, non-profit organizations, government

agencies, and individuals who seek to inform and/or persuade members of a particular

target market or audience about their products, services, organizations, or ideas’’.

Mobile Advertising concept and types in more depth and slight details were

exemplified. Followed by a review on the mobile advertising industry in market

nowadays supported by statistics. The market shows potential growth and still the

advertisers did not reach the maturity level of mobile advertising. The Mobile

Marketing Association issued the global code of conduct which will help to boost the

industry and maintain customers’ expectations.

The relationship between Mobile advertising and consumer attitudes were investigated

and explained through three factors, advertising based permission, location based

advertising and incentive based advertising. The advertising based permission showed

permission optioned prior to sending the message will enhance the general attitude of

m-advertising acceptance. The location based advertising was not successfully optioned

and feedback of recipients was unfavourable. The incentive based advertising

remarkably shown improvement of attitude toward m-advertising toward positivist.

Finally, a review of two academic studies made in UK about consumers’ attitudes

toward Mobile advertising. Both of the studies showed in general negative attitudes

towards mobile advertising and to change them to positive, advertising based

permission and advertising based incentive have to be adopted by marketers or

advertisers.

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4.1 Introduction

This chapter goes through the research method approaches and purposes. Research

strategies will be contrasted in relation to the chosen research approach. Then,

questionnaire design process describing the different questions format and questions

formation. The hypotheses formation will be explained followed by three hypotheses

of the research which will be stated. Moreover, the pilot survey test will be discussed

and measured based on feedback shows in reliability test and validity. Sampling

techniques and size will be explained through more details. Finally, the data collection

method will be detailed with a full table pointing out where was the data gathering were

conducted and the duration of the collection process.

4.2 Research Method

Research methodology is the rational role employed to gather data, in what sequence

and on what sample (Cryer 2000). There are two approaches to conducting a research,

positivism and phenomenology. Positivism considered as a scientific method to

researchers and it has a number of features; deductive and explain causal relationships

between variables via quantitative data. According to Sarantakos (1997) the

requirement of quantitative research is to reflect the attribute of the target population.

On the other hand, phenomenology is focusing on the meanings of social phenomena in

the social world. The researcher may choose deductive approach to build up a theory or

inductive approach resulting from gathering data and analysing them (Lewis et al

2007).

There are three types of research purposes, exploratory, descriptive and explanatory.

The exploratory seeks to know what is happening and it considered as practically useful

to clarify understanding. There are three ways to make this type of research; a search of

literature, interviewing experts in the subject and forming a focus group interviews

(Lewis et al 2007). The descriptive is to examine situations in order to establish what is

the norm as a kind of observation conducted by human. That is might be subjective to

human skills and understanding of the phenomena (Walliman, 2005). The explanatory

seeks the relationship between different variables either quantitative or qualitative data

will help to understand the relationship in depth and width (Lewis et al 2007). In this

research the purpose will be exploratory to seek the aimed objectives.

Several strategies of research were identified, which are experiment, survey, case study

action research, grounded theory, ethnography and archival research (Lewis et al 2007).

Some of them are appropriate to use in quantitative and others for qualitative approach.

4- METHODOLOGY

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In this research and in order to drive out the seeking result, the strategy that will be

adopted is survey.

Survey strategy is usually associated with the deductive approach, used for exploratory

and descriptive researches (Lewis et al 2007). According to Alreck & Settle (2004) the

effective survey questions have three important attributes, which are focus, brevity and

simplicity. Each question on the survey should focus on a single, specific issue or topic

and to do that is to ask as precisely as possible exactly what the researcher needs to

know. The second attribute is brevity, by keeping the questionnaire as brief as possible.

The longer questionnaire will be the more difficult to handle, measure and vulnerable to

errors. The third attribute, is clarity of making the questions to all respondents. That

can be achieved if every respondent interprets the questions in exactly the same way.

4.3 Questionnaire Design

There are two types of questionnaire design, open questions and closed questions. The

open questions used in in-depth and semi-structured interviews. The respondent is

required to detail his own opinion or answer either by writing or record speech. The

open-end question is more used in seeking in-depth answers for respondents to help

understand the phenomena. The disadvantage of the open questions method its time

consuming to code and analyse (Lewis et al 2007). The closed questions or forced-

choice ended method is providing number of alternative answers or options that

respondents can chose the one best to describe him/her. There are six types of closed

question method; list, category, ranking, rating, quantity and grid (Lewis et al 2007). In

this research the close question method was adapted.

The questionnaire is a self-administrated questionnaire developed with 17 variables

designed to measure mobile users’ attitudes toward mobile advertising. The self-

administrate questionnaire is an excellent way to interrogate respondent and obtain

information (Alreck & Settle, 2004). A five point Likert scale with strongly agree;

agree; natural; disagree; and strongly disagree, was used to measure attitudes. This

scale states the issue or opinion and obtains the respondents’ degree of agreement or

disagreement. Also, it provides answers in the form of coded data that can be easy to

make a comparison (Alreck & Settle, 2004). The closed-end questions were made for

demographic and attitude questions.

The questionnaire has two sections (A & B) in two pages. Section A contains the

demographic multiple choices questions and several questions about mobile advertising.

Section B contains the Likert scale to measure the attitude of respondents on three of

mobile advertisement attributes (entertainment, informativeness and credibility) to

generate statistical answers. Also, the Likert scale includes the consumer attitude

toward incentive based advertising and the incentive types.

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Finally, a covering letter for the questionnaire was written in Arabic (language) greeting

respondents and explaining to them the study purpose and inviting them to participate

in the questionnaire. (See Appendix A)

4.4 Hypotheses Formation

There are six important qualities of hypotheses according to Kerlinger (1970) they are;

assertions, limited in scope, statements about the relationships between variables,

contain clear implications for testing the relationships, compatible with current

knowledge and expressed as economically [Kerlinger, 1970 (Walliman, 2005)] . The

two grounds on how to justify hypothesis are logical and empirical (Walliman, 2005).

In formation of hypotheses there are null hypothesis which has two criteria need to be

fulfilled and alternative hypothesis. The null hypothesis two criteria are sufficient

justification to back up the hypothesis and sufficient specific. The alternative hypothesis

will balance the null hypothesis in the prediction of 50/50 results and it is not specific

nor directly tested (Walliman, 2005).

The preceding literature reviewed discussed culture impact on consumer behaviour and

attitude. Also, the consumer attitudes toward mobile advertising. Therefore, in this

research the generating process of hypotheses formed three hypotheses. They are the

following;

4.4.1 Hypothesis One:

Null hypothesis (H0)

There is no relationship between positive attitude toward mobile advertising and

incentive-based advertising.

Alternative hypothesis (H1)

There is a relationship between positive attitude toward mobile advertising and

incentive-based advertising.

4.4.2 Hypothesis Two:

Null hypothesis (H0)

There is no relationship between mobile advertising message characteristics and

negative attitude towards mobile advertising.

Alternative hypothesis (H1)

There is a relationship between mobile advertising message characteristics and negative

attitude towards mobile advertising.

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4.4.3 Hypothesis Three:

Null hypothesis (H0)

There is no relationship between negative attitude toward mobile advertising and

credibility.

Alternative hypothesis (H1)

There is a relationship between negative attitude toward mobile advertising and

credibility.

4.5 Pilot Survey

The Pre-test is a necessary preliminary to a pilot test. The purpose of the pilot test is to

refine the questionnaire so that respondents will not have difficulties in answering the

questions. Nonetheless, the researcher will find any problems that might happen in

recoding the data (Lewis et al 1997). Also, the feedback of respondents as suggestions

on questionnaire will help to improve the survey and enhance the validity (Lewis et al

2007). The advantages of a pilot test are simplicity, speed and economy and only a

small number of respondents are required (Alreck & Settle, 2004). Therefore, a small

group of 5 respondents will be applied to test the questionnaire.

Bell (1993) suggested a list of seven points to use in reading the feedback of tested

respondents. Most of the list are concentrating on clarity of questions and avoiding

ambiguity to respondents [Bell, 1993 (Lewis et al 2007)].

4.6 Reliability & Validity

Validity requires that the questions measure the dimension or construct of interest.

Then the respondents interpret the question as intended. Reliability refers to the degree

of variation among responses in repeated trials ( Czaja & Blair, 1996). After

conducting the pilot survey some concerns were raised by respondents about some

questions. The ambiguity and confusion of these questions caused their concerns and

action has been taken to avoid them by rewording these questions.

According to Pallant (2007) & Lewis et al (2007) the most commonly used indicator for

internal consistency is Cronbach’s alpha. The cronbach’s alpha the coefficient of a

scale value ideally should be above 0.7 (Pallant, 2007). The reliability test or

Cronbach’s alpha was made on the pilot survey and the result was 0.753 as it appears in

the table below (table 1). The test score shows above 0.7 and therefore the

questionnaire reliability is accepted.

Table (1)

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Reliability Statistics

Cronbach's

Alpha

Cronbach's Alpha

Based on Standardized

Items N of Items

.753 .718 14

4.7 Sampling Techniques

There are two types of sampling techniques; probability and non-probability. The non-

probability is based on the researcher subjective judgement, but not strong enough for

generalization. The probability is the commonly used type in researches and

connivance for generalization (Walliman, 2005). In this research the probability

technique was adopted. Furthermore, the simple random sampling was chosen as the

sampling method.

4.7.1 Sampling Size

The purpose of sampling is to represent the targeted population. Meanly, it is taking a

part of some population to represent the whole population (Alreck & Settle, 2004) . The

larger the size will be the better results and confidence will come out (Lewis et al

2007). Sakaran (2003) argued that a sample size larger than 30 or less than 500 is

appropriate for most researchers. The cost of conducting large size will require

sufficient money and time and non of these are possible. Therefore, the required

minimum sample size will be calculated by the following formula [Xu, 1999 (Gates &

Mcdaniel, 2006)].

N = [Z * SD / E]2

Legend:

N = the minimum sample required.

Z = the degree of confidence required as its will be 95% which represent 1.96

(Antonius, 2003)

SD = the standard deviation generated from the pilot study table 2

E = the plus or minus error factor allowed and it will be 0.5 (Antonius, 2003).

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Table (2)

Scale Statistics

Mean Variance Std. Deviation N of Items

38.00 55.500 7.450 14

N= [1.96* 7.40/ 0.5]2

N ≈ 58

Therefore, the minimum sample size is 58 approximately that needed to be surveyed.

However, the sample size in this study will be 110 to have more confidence on the

result.

4.8 Data Collection Method

4.8.1 Primary Data

The questionnaire was distributed in three spots in Riyadh, Saudi Arabia. The first two

spots were shopping malls (Albudiah and Kingdom) and distribution was in the

weekend (Thursday and Friday). The third spots scheduled on Sunday and it was at

Alhukair Park. The distribution processes was running smoothly and all the

respondents were positively willing to participate. Incentives were offered to motivate

some of them whilst others did not seem to be motivated to take a role in participation.

As seen in table (3) three days scheduled for the distribution and 35 questionnaires

collected in Albadiah Mall which is located in the southwest of Riyadh. In Kingdom

Mall 45 questionnaires were collected. The mall located at the north side of the city.

Finally, the last spot Alhokar Park 30 questionnaires were distributed and collected in

the east side of the city. The reason for having three different geographical spots was to

capture the diversity of the city residents.

Table (3)

End Start Size Date Location

10.00 PM 7.00 PM 35 23/07/2009 Albadiah Mall

10.30 PM 9.00 PM 45 24/07/2009 Kingdom Mall

10.30 PM 8.30 PM 30 26/07/2009 Alhokar Park

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4.8.2 Secondary Data

Research projects such as national or international comparisons used the secondary data

to provide a source to address the research objectives in combination with primary data

(Lewis et al 2007). Two studies made in UK will be used to make the comparison with

KSA in this research. These studies focus on consumer attitudes toward mobile

advertising and were made in 2005. The reliability and validity of these studies have

been tested in the studies and the results were accepted. Both used self-administration

questionnaires as strategy of their studies. Their descriptive data were included in the

literature review chapter.

4.9 Summary

This chapter discussed the methodology approach in this research which is deductive.

Given the positivist foundations of this study the questionnaire designed based on the

survey strategy and formatted 17 questions located in two sections (A&B) as self-

administration. Four hypotheses were developed driven from the literature review and

will be tested in findings analysis & discussion chapter. The questionnaires were

distributed in Riyadh, Saudi Arabia in three different geographical spots. Two of them

were in Shopping Malls and the third was in Alhokar Park. The data collected was fed

in SPSS to generate the findings and analyze them to address the research question and

objectives which will be discussed in the next chapter. Secondary data were included is

this research to set the comparison between UK and KSA.

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5.1 Introduction

This chapter explains the findings of the studies in contrast starting by the demographic

data between Saudi Arabia and UK. Then, the mobile advertising experience on

consumers of studies carried on both countries. The research formed three hypotheses

which will be tested in relation to the findings of the questionnaire made in Saudi

Arabia and will be explained in terms of their acceptance. Moreover, the research

findings will be discussed in relation to some of the literature reviewed and followed by

a summary to close this chapter.

5.2 Descriptive Statistic

5.2.1 Demographic data

In the research field the sampling size was 110 and according to the collected data they

showed 46% were female and 54% were male (see figure 8). In study (A) made by Yu

descriptive statistics shows 47% were male and 53% were female, whilst in study (B)

made by Benetiez-Lefebvre it shows 55.6% were male and 44.4% were female.

Figure 8 (Gender)

Source: Study Field 2009

In terms of their age they were categorized on six age stages, the biggest proportion of

respondents were 51% falling between 15-25 years old. Followed by 31% of the

respondents were between 26-35, 10% for the age 36-45, 5% to ages between 46-55,

5 - FINDINGS ANALYSIS AND DISCUSSION

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3% for above 56 years old and only 3% representing under of 15 years old. The survey

showed the different ages participants which going back to the statistic on Saudi Arabia

population that 50% were youth (see figure 9).

In study (A) the age distribution was 25% under 20 years old, 29.5% between 21-30

years, 21% 31-40, 22% between 41-60 and only 2% were above 60 years old. In study

(B) the age was 12.7% between 16-20, 51.6% between 21-25 and 35.7% above 25 years

old.

Figure 9 (Age)

Source: Study Field 2009

The respondents’ education backgrounds were categorized on 5 levels. Half of them

were undergraduate and doing the bachelor degree or holding it. 30% of respondents’

educations were high school and 13% were diploma. 5% were in intermediate school

and only 2 % their education background were master (see figure 10).

In study (A) the respondents education background were 47% undergrad, 21.5% were

high school or below and 31% were postgraduate. In study (B) 63.5% were

postgraduate, 13.5% undergrad, 19.8 high school or below and only 3.2% were PhDs.

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Figure 10 (Education)

Source: Study Field 2009

The respondents professional status were categorized on five types. Employees

represented 45% of the respondents which is the largest. Students were represented

43% out of respondents, 8% were self-employed, 4% were housewife and only 1 %

were retired (see figure 11). Figure 11(Profession Status)

Source: Study Field 2009

5.2.2 Mobile Advertising Experience

The respondents were asked if they ever received a mobile advertising message. The

feedbacks of respondents were 96% of them received adverts whilst 4% did not (see

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figure 12). In study (A) all of respondents received mobile advertising messages whilst

in study (B) 96% received them.

Figure 12 (Have you ever received an ad message on your mobile phone)

Source: Study Field 2009

The respondents who had received a mobile advertising message were asked how many

they used to receive per day. The results showed 60 % of them received 1-3 messages,

10% received 4-6, 7% received more than 10 and 5% received 7-10 messages per day.

The rest were 18 % who did not receive it on a daily basis (see figure 13).

Figure 13 (How many ad massages do you receive on your mobile phone, per day)

Source: Study Field 2009

The 96% of respondents who received a mobile advertising message were asked about

their action when they got it. The biggest proportion read it right away which

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represents 45% and second in order they delete it which represents 35% of respondents.

The remained 15% of respondents read it later. The respondent received SMS more

than MMS messages by 85% which is the dominated format in mobile advertising in

Saudi Arabia (See Appendix B).

In addition, the respondents were asked about their feeling when they received mobile

advertisement messages. The result revealed nearly 56 % either strongly agree or agree

felt often annoyed. Other respondents think the opposite and they were either agree or

strongly agree by 29%. Only 15% felt neutral about the advertisements. Moreover, the

respondents when they asked about if the advertisements were entreating, 66 %

disagree or strongly disagree on the statement. The minority represented by 10 % said

neutral whilst 24% agree or strongly agree in the entrainment of the received messages.

Yet, they have been asked about if the messages were In terms of the informative, 33%

of them believed that the messages were informative, 15% neutral and 52% believed

they were not informative.

In terms of the message credibility respondents have been asked if they trust messages

contained contact number, 56% of them either disagree or strongly disagree. In contrast

some respondents trust these messages and they represent 24%, either agree or strongly

agree. The reminded neither agree nor disagree and they represent 21% which is close

to whom agreed proportion. One of the reasons that might explain this big percentage

is that they might not get these messages.

In the questionnaire the respondents asked about if they trust more the carrier like

(STC, Mobily, Zain) to deliver the message. The result showed 51% of them said they

trust mobile advertisement messages sent by carriers whilst 34% said they will not trust

these messages. This is indicates out a business opportunity for carriers to strength their

relationship with their customers.

The respondents almost agreed on not forwarding the message to their friends. The

result showed the biggest proportion of respondents either disagree or strongly disagree

in forwarding the messages to friends which represent 83%. The minority of

respondents by 9% do agree on the statement whilst 9% neither agree nor disagree.

In terms of the incentive based advertising messages, result showed dramatically

changed on attitudes toward mobile advertising. The 72% of the respondents would

accept messages on incentive based: they are 80 mobile users. In contrast, other

respondents showed disagreement on accepting messages on that basis which represent

21% were either disagree or strongly disagree. Only 6% among respondents did not

make their mind yet. Furthermore, 71% of respondents would accept exchanging

advertisement messages with free minutes or texts. The other respondents disagree or

strongly disagree and that represents 20% whilst 9% neither disagree nor agree.

Finally, the respondents who agreed on incentive based advertising were asked how

many messages they would accept to receive per day. 52% of them would like to

receive 1-3 messages, 17% from 4-7 and 10% from 8-10 whilst 21% disagree on

incentive based advertising concept.

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5.3 Test of Normality

This research aims at discovering hypotheses which have been identified in the

methodology chapter. Hypothesis one aims to explore whether there is a relationship

between positive attitude toward mobile advertising and incentive-based advertising.

The second hypothesis explored whether there is a relationship between mobile

advertising message contents and negative attitude. The last one explore whether there

is a relationship between positive attitude toward mobile advertising and credibility.

In order to find which the appropriate test for each hypothesis normality test is

conducted. The normality refers to verify whether scores are the normal distribution by

looking at the results of Sig. value in the knlmogorov-Smirnov statistic. A non-

significant result indicates normality and that represent the Sig. value is more than 0.05.

On the contrary, it is non-normality when the value is less than 0.05 (Pallant, 2007).

Having tested the normality of the questions it is apparently that the result of (Test of

Normality), indicated the Sig. value in each question is less than the standard value

which is 0.05. Consequently, this shows a violation of the normality assumption.

Furthermore, the parametric techniques are not appropriate for this research and the

non-parametric techniques will be applied instead. The hypotheses test tool adopted will

be the Spearman's rank order correlation test in order to assess the relationship between

two variables on the three hypotheses (see Appendix B).

5.4 Test of Hypotheses

5.4.1 Hypothesis One:

Null hypothesis (H0)

There is no relationship between positive attitude toward mobile advertising and

incentive-based advertising.

Alternative hypothesis (H1)

There is a relationship between positive attitude toward mobile advertising and

incentive-based advertising.

The value of Sig.(2-tailed) shows the value is less than 0.05 therefore the null

hypothesis is rejected and the alternative is supported. Moreover, it shows there is a

strong relationship and positive between incentive-based advertising and positive

attitude toward it. The Spearman's correlation coefficient (r) shows 0.65 for receiving

messages and 0.67 for exchanging them with free texts or minutes.

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5.4.2 Hypothesis Two:

Null hypothesis (H0)

There is no relationship between mobile advertising message characteristics and

negative attitude towards mobile advertising.

Alternative hypothesis (H1)

There is a relationship between mobile advertising message characteristics and negative

attitude towards mobile advertising.

The value of Sig.(2-tailed) shows the value is less than 0.05 therefore the null

hypothesis is rejected and the alternative is supported. Moreover, there is a fairly weak

relationship and negative between message characteristics and negative attitude toward

it. The Spearman's correlation coefficient (r) -0.37 for entertaining and -0.31 for

informative.

5.4.3 Hypothesis Three:

Null hypothesis (H0)

There is no relationship between negative attitude toward mobile advertising and

credibility.

Alternative hypothesis (H1)

There is a relationship between negative attitude toward mobile advertising and

credibility.

The value of Sig. (2-tailed) shows that the value is less than 0.05 therefore the null

hypothesis is rejected and the alternative is supported. Moreover, there is a fairly weak

relationship and negative between messages credibility and negative attitude toward

them. The Spearman's correlation coefficient (r) -0.25 for the carriers & -0.29 for the

brand sent directly. The low scores indicate not much difference in effecting on

consumer’s attitude between them but, the negative effect is not that big factor

influences.

5.5 Discussion of Findings

This research aims to compare the consumers’ attitudes toward mobile advertising

between UK and Saudi Arabia. The questionnaire that carried on Saudi Arabia showed

110 participants took their role in and participate whilst in UK both studies represents

326 participants answer the researches questionnaires.

The studies carried out on Saudi Arabia and UK showed no less than 96% of

respondents received mobile advertising message. That reflect the respondents will be

familiar with and understanding of the concept of mobile advertising. Furthermore, the

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respondents in Saudi Arabia received more SMS than MMS by 85% and among them

received 1-3 messages per day.

The general attitude toward mobile advertising in Saudi Arabia was negative, 56%

often felt annoyed whilst 29% they did not fell annoyed. UK respondents 68% of them

dislike mobile advertising messages which end up with the negative attitude. There is

12% as a differentiation of the general attitude toward mobile advertising between UK

and Saudi Arabia. That indicate UK respondents were more irritated by mobile

advertisements than Saudi Arabia respondents.

In terms of the mobile advertisements characteristics the respondents in Saudi Arabia

believed the messages were not entertaining which represent 66%. In the UK the two

studies respondents believed that messages were not entertaining but, it will be a crucial

attribute to change consumers’ attitudes to positive toward mobile advertising.

Referring back to the result of 1,028 respondents which was made by Bauer et al.

(2005) that identified entertainment and information values were the strongest drivers

of mobile advertising acceptance. The researchers suggest that in order for consumers

to develop a positive attitude towards mobile advertising, mobile advertising messages

have to be creatively designed and entertaining.

Moreover, Tsang el at. (2004) provided empirical evidence from their study which

made on 370 mobile users. The study found that entertainment beside other attributes

was the most important of the factors that affect on respondents’ attitudes. In the same

point, the study found that attitude is positively related to the intention of customers to

receive mobile ads. Humorous appeal helps to attract audience attention, increase ad

recall, improve message expression and engage audience with the message (Kellaris et

al, 2007).

The informatviness of the messages as a character was revealed in the literature review

chapter a factor which effect on consumers’ attitudes. The respondents in Saudi Arabia

hold a belief among themselves that the messages were not that informative represent

by 52 % whilst in UK the respondents hold the same belief by 30 %. That indicate the

less informatviness to respondents in Saudi Arabia assumed to be due to irrelevance to

their interest. Yet, the respondents mostly dumped with messages which they were

useless to them and slightly push their attitude toward negativity. According to a

mobile marketing survey made which suggested that about 7% of the mobile users

would be willing to receive mobile ads ‘if they were relevant’ [Ask el at, 2006 (Cleff,

2007)]. Meanwhile, in UK the respondents believed in the usefulness of receiving

information via mobile advertising and they represent by 70 %. The studies showed

high information provided in messages and valued by customers will enhance the

overall acceptance of m-advertising (Bauer et al, 2005).

In terms of the message formulation Kotler states that message formulating is the

critical process in mobile advertising and will require solving of four main problems.

First, it is what to say to customer which is concerned in message content. Second, it is

how to say it logically in a way to make sense to customer and that is referred to as

50 | P a g e

message structure. Third, it is how to say it symbolically using different forms

encapsulate the message and refer to is as message format. Finally, it is who should say

it to customer in terms of the message source (Vatanparast, 2007). The fact of

promotional messages delivered via mobile devices to consumers has yet to fully

demonstrate value to their recipients in order to be accepted (Wais & Clemons, 2008).

However, the credibility of the messages was an important factor to consumers. The

respondents in Saudi Arabia believed they would trust more advertisement messages

sent by the carrier more than the advertising company itself or the brand directly. That

is represented in the study by 51% who will trust more the carrier than the brand by

24%, with a higher mean of 3.07 than brand by 2.48. That confirmed the study made by

Debetaz (2004) the fact of receiving the mobile advertising messages as long as it

comes from a trusted source such as mobile operators.

The results found in the conducted survey in Saudi Arabia a radical change of attitude

toward mobile advertising to positive attitude. The respondents showed more

willingness to change their negative attitude to positive on the basis of incentives. The

reason behind that change was incentive based advertising. In fact, 52% accept to

receive 1-3 adverts messages on daily basis while 27% accept to receive more than 3

messages per day. This is goes on the line in confirming the results found in UK that

respondents’ attitudes will be enhanced when incentives technique adopted. According

to a survey made by Harris Interactive conducted in June 2008, 56% of teen and 37% of

adult mobile phone users would be willing to accept incentive-based advertisements.

Among teen 70% preferred cash compared to 80% of adult and 53% of teen preferred

free minutes whilst 49% of adult (Miller, 2009). Assael (1998) believed that one of the

attitude change principles, that attitude is easier to change when there is a low level of

involvement, which is the case on mobile advertising, user’s willingness to change was

seen as remarkable.

5.6 Summary

The chapter discussed the descriptive statistics for the studies made in UK and Saudi

Arabia. The similarities of demographic data were close to each other in terms of age,

gender and education. Both respondents in UK and Saudi Arabia were experiencing

mobile advertising messages. Nevertheless, their general attitude toward mobile

advertising was negative in both countries. The message characteristics were

negatively effecting on consumer attitude in Saudi Arabia. The lack of support in SMS

message which is simply plain text not even enthusiast for perceivers. Not far a way the

result was in UK respondents quite the same with a possibility to be enhanced, when

advertisers or marketers adopt entertaining as a technique.

The three hypotheses were tested and found in the first one that there is a relationship

between positive attitude toward mobile advertising and incentive-based advertising.

The second, there is a relationship between mobile advertising message characteristics

and negative attitude. The third, there is a relationship between negative attitude toward

mobile advertising and credibility. Furthermore, the relationship in hypothesis one was

positive and strong whilst in hypothesis two and three were negative and fairly weak.

51 | P a g e

The incentive-based advertising proved its effectiveness on changing the attitudes

toward mobile advertising to positive as Assael (1998) mentioned in the attitudes

change principles. Nevertheless, customers in Saudi Arabia more willing to exchange

the mobile adverts messages with free minutes or texts than UK consumers.

52 | P a g e

6.1 Conclusion of the Study

This research was focusing on the consumer attitude toward mobile advertising in Saudi

Arabia. Then to conduct a comparison between Saudi Arabia and UK on consumers

attitude toward m-advertising. The research started with an introduction about the

emergence of mobile advertising as a medium to reach consumers. Then, the lawful

usage of it was discussed in the relation with GSMA initiative on mobile

advertisements. Factual data of the current market on mobile advertising industry

globally in glance were presented. The UK mobile market was revealed spotlight on

competition between several network operators and the biggest share holds by O2

mobile. Moreover, the Saudi Arabia mobile market was explained in terms of mobile

subscriptions, mobile advertising and SMS usage rate.

The relationship between culture and attitudes was elaborated with examples to

illustrate them. The attitudes models Tricomponent and Multiattribute were explained

and the attitude change or reinforce in the shadow of attitudes principles. Then, the

advertising definitions and mobile advertising concept were discussed. Then, the

advertising ethics and regulations established by Advertising Standard Authority (ASA)

in UK and in Saudi Arabia by Ministry of Culture and Information were mentioned.

Moreover, the mobile advertising industry in relationship with market recession was

explained. The three factors effecting on mobile advertising perception, advertising

based permission, location based advertising and incentive based advertising were

discussed. Advertising based permission and incentive based advertising were

significantly improving the attitude toward mobile advertising.

The methodology chapter explained the research adopted in this research in comparison

with other methods. The questionnaire designing process that came out with self-

administration questionnaire was described and the techniques which were used to

generate data. The three hypotheses were formulated with their null and alternative

hypotheses to each hypothesis. The first hypothesis, there is a relationship between

positive attitude toward mobile advertising. Second hypothesis, there is a relationship

between mobile advertising message characteristics and negative attitude. Third

hypothesis, there is a relationship between negative attitude toward mobile advertising

and credibility.

The pilot study test was carried out and proved to work in relation to the reliability

tests. Furthermore, the sampling size determination process and how data collocation

took place in Saudi Arabia as primary data were demonstrated. The sampling size in

6 - CONCLUSION

53 | P a g e

Saudi Arabia was 110 increased from the minimum size which was 58 . The secondary

data were used in this research evoked by the needs for the comparison between UK

and Saudi Arabia consumers’ attitudes toward mobile advertising.

The findings of this study put in contrast with the two UK studies starting by the

demographic data. The mobile advertising experience generated from studies carried

on Saudi Arabia and UK. The research three hypotheses were tested in relation to the

findings of the questionnaire made in Saudi Arabia. The three null hypotheses were

rejected and the alternatives were supported.

The general attitude toward mobile advertising in Saudi Arabia was negative, 56% felt

often annoyed whilst 29% they did not feel annoyed. On the other hand, UK

respondents 68% of them dislike mobile advertising messages which end up with the

negative attitude. There is 12% as a difference of the general attitude toward mobile

advertising between UK and Saudi Arabia. That indicate UK respondents were more

irritated by mobile advertisements than Saudi Arabia respondents.

The message characteristics were negatively effecting on consumer attitude in Saudi

Arabia. The lack of support in SMS message which is simply plain text not even

enthusiast for perceivers. Humorous appeal helps to attract audience attention, increase

ad recall, improve message expression and engage audience with the message (Kellaris

et al, 2007). Results found in UK two studies were quite the same with a possibility to

enhance the attitude, when advertisers or marketers adopt entertaining as a technique.

Moreover, the research found in the survey conducted in Saudi Arabia a radical change

of attitude toward mobile advertising to positive attitude. The respondents showed more

willingness to change their negative attitude to positive on the basis of incentives. The

reason behind that change was incentive based advertising method. In fact, 52% accept

to receive 1-3 adverts messages on daily basis while 27% accept to receive more than 3

messages per day. This is confirming the results found in UK that respondents’ attitudes

will be enhanced when incentives method adopted.

6.2 Managerial Implication

This research provides an understanding of customers’ attitudes toward mobile

advertising in Saudi Arabia and UK. It can help international business and marketing to

improve their advertising strategies in the light of this research. The three hypotheses

provide insight to the consumers’ behaviour and attitude. Companies thinking to go

abroad to international market or even globally, find culture difference between

countries can not be neglected.

Consumers in Saudi Arabia were more willing to accept incentive based advertising

than in the UK which is an opportunity to reach one-to-one market. Although UK and

Saudi Arabia consumers did not show signification differences in the general attitude,

the culture aspects have there presence in the attitudes.

The mobile network operators have the opportunity to enhance the relationship with

their customers by providing them free minutes or texts. Furthermore, acting as a

54 | P a g e

facilitator to companies to advertise their products or services to their target customers

based on the customer database preferences, present an opportunity to generate profit

out of mobile advertising method.

6.3 Research Limitation

The two studies made on UK have their own limitations and as well this study. The UK

studies were made in 2005, the changing of perspectives might took place. Moreover,

some respondents might not understand some questions very accurately or have bias on

some question and it might impact the validity and reliability of the research.

Nevertheless, the financial resource and time are the main constraints in this research.

Although, the size of the sample is not reflecting the perfect picture of the situation, it

can give an indication of the current issue. The sampling size taken from Saudi Arabia

did not represent the teens significantly. However, that indication might be

misunderstood by researchers or misrepresented. These limitation need to be taken into

consideration on similar research in mobile advertising field which willing to include

this study in their researches.

6.4 Recommendations for Further Studies

Researcher may need to investigate more on consumer attitude in relation to mobile

advertising concept. Moreover, the other mobile advertising approach as in games,

MMS and mobile vouchers. The consumer behaviour is such a broad topic that it needs

to be reveal by business researchers to improve the business competence. However,

this research provides an insight to consumer attitude where researches can advance the

knowledge in the same topic and from other perspectives.

The other important areas in this research which have not been sufficiently discussed

are the technology and consumer adoption, the differences between advertising a

product and service to the consumer using mobile as medium, and consumer attachment

to the mobile devises.

6.5 Summary

This chapter was summarizing the research five chapters. Briefly the mobile advertising

industry and the literature review were discussed. The questionnaire designing process

and techniques were explained including the sampling size determination process. The

formulation of the three hypotheses was demonstrated and only the alternatives were

supported.

The research found there is no significant difference on consumers’ attitudes toward

mobile advertising between Saudi Arabia and UK in general. The consumers’ in Saudi

Arabia were more willing to accept the incentive based advertising than in UK.

Furthermore, the UK consumers were slightly more irritated by mobile advertising than

consumers in Saudi Arabia.

55 | P a g e

The managerial implication spots the areas where international business and marking

can use to improve their advertising strategies. The mobile network operators were

gaining the benefit by acting as facilitators to enhance reaching consumers and improve

their relationship with customers. The incentive based advertising promised to change

the consumer attitude and the way the relationship was built between customers and

service provider as well.

The misunderstanding of respondents may represent a potential limitation of the

research. The time and financial resources were among the fact that effected on the

research. More respondents involve in this kind of studies would have be more reliable.

Further recommendations were given for researchers to enrich and advance the

knowledge. Those areas were technology and consumer adoption, the differences

between advertising a product and service to the consumer using mobile as medium,

and consumer attachment to the mobile handsets.

56 | P a g e

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Appendix A

Please tick the appropriate box that best describe yourself.

1) Gender

2) Age

under 15 15 - 25 26 - 35 36 - 45 46 - 55 56 and above

3) Education

Primary School High School Diploma Bachelor Master PhD

4) Profession status

Student Employee Self-employed Retired Housewife

5) Have you ever received an ad message on your mobile phone ?

6) How many ad massages do you receive on your mobile phone, per day ?

1-3 4-6 7-10 more than 10 N/A

7) What kind of format you used to receive the ads, mostly ?

SMS MMS both N/A

8) What do you do usually when you receive the ad ?

Read it right away Read it later Forward it Delete it N/A

Male Female

Yes No

Section A

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Consumer Attitudes toward Mobile Advertising

Please make (X) on the appropriate box that best describe your attitude.

Attitude

Strongly

disagree Disagree Neutral Agree

Strongly

agree

1 2 3 4 5

9) I feel often annoyed when I receive ad

on my mobile

10) I find Mobile ad is entertaining

11) I find Mobile ad is informative

Credibility

12) I would trust the mobile ad that

contains company number.

13) I trust mobile ads sent by a mobile

network operator

14) I would forward the ad to my friends

Incentive

15) I would be happy to receive ad based

incentives

17) I prefer to exchange mobile ads with

free minutes & texts

17) How many mobile ads based incentive do you accept to receive per day ?

1 - 3 4- 7 8 -11 N/A

Thank you for your time and cooperation in completing this questionnaire.

Section B

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ببريطانيا جامعة سَري

المحترمة األخت/ المحترم األخ

...وبركاته هللا ورحمة عليكم السالم

المستلمة الدعائية لدراسة سلوك المستهلك تجاه الرسائل تهدف استبانة بطيه

الماجستير لمرحلة التخرج مشروع ضمن هي والتي ،الجوال طريق عن

8002/8002ارة تسويق دولي في جامعة سري ببريطانيا لعام تخصص إد

. م

.والعرفان الشكر جزيل ولكم الرأي في أبدى بالمساهمة التكرم أرجو

أخوكم

العتيبي إبراهيم

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..في المربع المناسب لك( X)الرجاء وضع عالمة

الجنس (1

مرالع (2

المستوى التعليمي (3

المهنة (4

على جوالك ؟تروج لمنتج أو لخدمة هل سبق واستلمت رسالة دعائية (5

كم رسالة دعائية تصلك على الجوال في كل يوم ؟ (6

7 - 11 4 - 6 1 - 3

11أكثر من ال ينطبق

ما نوع الرسائل الدعائية التي تستلمها على جوالك، غالباً ؟ (7 (SMS)رسائل نصية قصيرة (MMS) رسائل متعددة الوسائط كالهما

ال ينطبق

ماذا تفعل غالباً عندما تصلك الرسالة الدعائية على جوالك ؟ (8

ذكر أنثى

15من أقل 25 – 15 35 – 26

56أكثر من

46 – 55 36 – 45

المتوسطة الثانوية العامة دبلوم

بكالوريوس ماجستير دكتوراه

طالب موظف أعمال حرة

دمتقاع ربة منزل

نعم ال

أقوم بحذفها أقرائها الحقاً أقرائها حاالً

ال ينطبق

القسم األول

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سلوك المستهلك تجاه رسائل الجوال الدعائية

..في المربع المناسب لك( X)الرجاء وضع عالمة

أوافق

بشدة ال أوافق ال أدري أوافق

ال أوافق

بشدة السلوك

عندما تصلني رسالة دعائية على أحياناً أشعر باالنزعاج (9 الجوال

أجد الرسائل الدعائية مسلية (11

مفيدةتحتوي على معلومات أجد الرسائل الدعائية (11

المصداقية

المرسلة من قبل الشركة المعلنة أثق بالرسائل الدعاية (12 وسيلة اتصالالمحتوية على

أرسلت من للشركات المعلنة أكثر إذاأثق بالرسائل الدعائية (13 شركات الجوال قبل

أقوم بإرسالها إلى األصدقاء (14

زاتـالمحف

حوافـزظام الرسائل الدعائية بنال أرغب باستالم (15

مقايضة الرسائل الدعاية بدقائق و رسائل مجانية أفضل (16

في حال موافقتك على استالم رسائل الجوال الدعائية بنظام الحوافز، كم تفضل عددها يكون في اليوم ؟ )17

..كراً لوقتك الثمين ومساعدتك في تعبئة االستبيانش

11 – 8 7 – 4 3 – 1

القسم الثاني

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Appendix B

Tests of Normality

Kolmogorov-Smirnova Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

Q1 .357 109 .000 .635 109 .000

Q2 .297 109 .000 .801 109 .000

Q3 .315 109 .000 .801 109 .000

Q4 .277 109 .000 .731 109 .000

Q5 .540 109 .000 .184 109 .000

Q6 .358 109 .000 .683 109 .000

Q7 .508 109 .000 .439 109 .000

Q8 .285 109 .000 .786 109 .000

Q9 .254 109 .000 .882 109 .000

Q10 .275 109 .000 .849 109 .000

Q11 .222 109 .000 .884 109 .000

Q12 .209 109 .000 .889 109 .000

Q13 .280 109 .000 .851 109 .000

Q14 .281 109 .000 .742 109 .000

Q15 .369 109 .000 .772 109 .000

Q16 .286 109 .000 .810 109 .000

Q17 .305 109 .000 .834 109 .000

a. Lilliefors Significance Correction

Hypothesis One

Correlations

Q15

Spearman's rho Q16 Correlation Coefficient .699

Sig. (2-tailed) .000

N 110

Q17 Correlation Coefficient .654**

Sig. (2-tailed) .000

N 110

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Correlations

Q15

Spearman's rho Q16 Correlation Coefficient .699

Sig. (2-tailed) .000

N 110

Q17 Correlation Coefficient .654**

Sig. (2-tailed) .000

N 110

**. Correlation is significant at the 0.01 level (2-tailed).

Hypothesis Two

Correlations

Q9

Spearman's rho Q12 Correlation Coefficient -.289**

Sig. (2-tailed) .002

N 110

Q13 Correlation Coefficient -.246**

Sig. (2-tailed) .010

N 110

**. Correlation is significant at the 0.01 level (2-tailed).

Hypothesis Three

Correlations

Q9

Spearman's rho Q10 Correlation Coefficient -.366**

Sig. (2-tailed) .000

N 110

Q11 Correlation Coefficient -.312**

Sig. (2-tailed) .001

N 110

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Statistics

Q12 Q13

N Valid 110 110

Missing 0 0

Mean 2.48 3.07

Std. Deviation 1.187 1.232

Minimum 1 1