MOBILE ADVERTISING: A USER’S PERSPECTIVE

Authors

  • Zia ur Rehman University of Haripur
  • Rafique Ahmed Khuhro, University of Haripur
  • Seema Zia The City School, Abbottabad

Abstract

The purpose of this study was to explore the preferences of mobile users when it comes to mobile advertising, what they perceive are the main characteristics and functions of mobile advertising messages. Qualitative approach was used in this data was collected through focus group discussions. Qualitative thematic analysis with the help of Nvivo has been used to evaluate the texts collected from the participants of the focus groups. The findings of the study revealed that the main functions of mobile phone are personal communication, advertising and information. Moreover, mobility, immediacy and personalization have been identified as the main characteristics of mobile communication and lastly, product centred messages and customer centred messages are identified as the main categories as far as the content of mobile communication is concerned.

Author Biographies

Zia ur Rehman, University of Haripur

Assistant Professor, Department of Management Sciences, University of Haripur

Rafique Ahmed Khuhro,, University of Haripur

Assistant Professor, Department of Management Sciences, University of Haripur

Seema Zia, The City School, Abbottabad

The City School, Abbottabad

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Published

18.02.2023

Issue

Vol. 8 No. 2 (2022): Sarhad Journal of Management Sciences (SJMS)

Section

Articles

License

Copyright (c) 2023 Zia ur Rehman, Rafique Ahmed Khuhro,, Seema Zia

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

All content published in SJMS is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). Under this license, authors and readers are free to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material for any purpose, even commercially), provided appropriate credit is given to the original author(s) and source publication.