Vietnamese Consumer Attitudes towards Smartphone Advertising

Journal of Asian Finance, Economics and Business, 7(5), 195-204

10 Pages Posted: 29 Sep 2020

Date Written: August 13, 2020

Abstract

This research examines four specific objectives: (1) identifying factors that affect Vietnamese consumer attitudes towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes among groups of consumers with different characteristics in terms of gender, age, income, and academic level, and (4) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study uses the online survey form via e-mail and Facebook in a convenience sampling method; the subjects surveyed are between the ages of 18 and 35, and all are in urban areas in Vietnam, and are using smartphones and accessing the internet and other phone applications. A sample of 490 respondents were valid and used for processing. The study employs a combination of qualitative and quantitative methods to analyze exploratory factors and linear multiple regression. The results reveal that there are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by reduced importance: entertainment, informativeness, credibility, non-irritation, permission and control. From that, the study offers some managerial suggestions for smartphone advertisers to improve their strategies and tatics to enhance their customer service, so that the smartphone advertising can attract people and help Vietnamese consumer in their buying behavior.

Keywords: Smartphone, Advertising, Smartphone Advertising, Vietnam, Consumer Attitudes

JEL Classification: B16, M10, M31, M37

Suggested Citation

Giao, Ha Nam Khanh and Vuong, Bui Nhat, Vietnamese Consumer Attitudes towards Smartphone Advertising (August 13, 2020). Journal of Asian Finance, Economics and Business, 7(5), 195-204, Available at SSRN: https://ssrn.com/abstract=3672885

Ha Nam Khanh Giao

Independent

Bui Nhat Vuong (Contact Author)

Vietnam Aviation Academy ( email )

104 Nguyen Van Troi
Ward 8, District Phu Nhuan
Ho Chi Minh, HCM 700000
Vietnam

HOME PAGE: http://https://orcid.org/0000-0002-1127-2824

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