Mobile Advertising Effectiveness: A Digital Marketing Perspective on Consumer Attitudes

The digital marketing literature has shown that there are various variables affecting attitude towards mobile advertising. Given the importance of the subject in Tunisia especially during the COVID period, this article aims to test the effect of informativeness, creativity, value, credibility, frequency and irritation on the attitude of consumers with regard to mobile advertising. Thus, we administered a questionnaire to 262 individuals. The results show that only frequency, credibility and value affect attitude towards mobile advertising. Key words: Mobile marketing, mobile advertising, attitude towards mobile advertising DOI: 10.7176/NMMC/107-06 Date of Publication: March 30th 2025