The evolution of mobile technology and high penetration rate of mobile devices has allowed the development of mobile marketing. Among mobile marketing applications, mobile social media has emerged as a powerful tool for communication between marketers and customers. However, research on customer’s perceptions about mobile social media has been scarce. Especially in restaurant industry, where competition is fierce, understanding how customer see and accept restaurateur’s messages is vital. Thus, the aim of this study is to provide an understanding of customer’s attitude toward marketing via mobile social media in the case of casual – dining restaurant. The scope of this study is respondents who has received mobile social media messages and went to casual dining restaurants during the last one month. This study yielded 311 valid responses through online survey. Data was analyzed using SEM. Customer consider mobile social media entertaining, informative, credible, personalized but irritate and not private. Results from SEM show that Entertainment, Personalization, Informativeness and Privacy are main factors influence Attitudes toward mobile social media, which in turn positively influence brand attitude. Brand attitude also positively influence behavioral intentions. Knowledge derived from this study can help marketers to better design marketing campaigns and gain advantage in attracting customer.
