Vol. 10, Issue 5, Part E (2024)

Abstract
Mobile advertising has gained significance over the years. There are many studies which discussed factors affecting consumer attitude towards mobile advertising. But it is vital to understand that preferences change from one place to another. So, this study studies these factors in the Indian context. Data was collected from 200 respondents via questionnaire from March 1, 2024 to March 16, 2024. Multiple regression was used to analyse the data. The results show in India people value informativeness and credibility of the advertisement. However, other two variables entertainment and irritation were insignificant. Further, people value credibility more than informativeness. This study will help advertisers to understand the preferences of Indians so that meaningful advertisements can be sent to the consumers.