The rapid technological advancements of recent years have created new opportunities for high-technological marketing and a new marketing channel called Mobile Advertising. The use of Short Message Service (SMS) and Multimedia Message Service (MMS) as typical tools of mobile advertising to approach consumers through their mobile phone is gaining popularity and leading to an interesting question about their effectiveness.
Previous studies of mobile marketing have been carried out in many countries in the world but there is not any particular study in Vietnam. The aim of this study is to investigate the Vietnam’s mobile-phone context and to identify how Vietnam mobile subscribers feel about the mobile advertising delivered to their mobile phones. A theoretical model of factors influencing consumers’ attitude towards mobile advertising in Vietnam market is proposed in this paper. The factors are Entertainment, Informativeness, Irritation, Credibility, Privacy Risk, Personalization and Incentive-based advertising. Based on the model, researcher suggests improvements that can be made to better meet the Vietnam mobile subscriber’s expectations and needs.
