EXPLORING CONSUMER ATTITUDES TOWARDS MOBILE ADVERTISING.

India has the largest growing customer base of mobile users and mobile advertising, which has been defined as "Use of a non-fixed network to transmit product messages to wireless communications equipment such as cell phones or PDAs and thereby achieve the broadcasting of advertisements," by the Wireless Advertising Association (WAA) is all set to experience an explosive growth. Quarter 4 of 2010 saw a 233 percent increase over Q4 of 2009, indicating the potential the industry has. With more than a 100million Indians armed with mobiles, advertisers are fast realising that mobile phones are a very powerful channel which can be used to deliver relevant information to specific target. Their 24 by 7 usage pattern makes them an instant, real-time response channel, which when combined with the GPS enables advertisers to send location-specific information. However, the success of mobile advertising is very much dependent on the consumers' attitude towards the quality of advertising information, entertainment, irritation and credibility along with his mobile technology self-efficacy. Thus, this study seeks to investigate the effect of consumers' mobile application self-efficacy on their attitude towards mobile advertising. Primary data were collected on a sample of 435 respondents in the city of Lucknow aimed at gaining insights on consumer attitudes using an undisguised structured questionnaire. The questionnaire was derived from the 24 item scale, developed by Lee et al (2011). The model developed by Lee et al (2011) was tested in Indian setting and the results of the study are reported in this paper. [ABSTRACT FROM AUTHOR]