Abstract:
Mobile advertisement has emerged as one of the most popular applications in mobile
commerce. It is explored to generate value to its providers and customers as tailored wireless
information services. However, in spite of the increasing number of companies, investing in
mobile advertising campaigns, there is a yet, little academic research on this topic and
implications of the new media for advertising not yet understood in Sri Lanka. This research
attempt to help in bridging this gap; it investigates the relationship between attitude of Sri
Lankan towards mobile advertising and the acceptance of the new medium as a promotional mix,
and the moderator effect of control facilities between attitudes and acceptance. Hypothesis form
the basis for this research and are empirical results (n=838), identify, that there is positive
attitude towards mobile advertising exists among Sri Lankan mobile phone users, and it reveals a
positive relationship between attitude and acceptance of mobile advertising as an innovative
promotional mix. Control facilities play a moderator role between attitude and acceptance of
mobile advertising. In order to accept the best use of mobile advertising and induce consumers to
behave positively, control facilities should be taken into consideration. Therefore it is necessary
for researchers to design and effective system capable of recommending control facilities to the
customer, when they receive advertising on their mobile phones.
