Exploring Consumer Attitudes towards Mobile Advertising

India has the largest growing customer base of mobile users and advertising, which been defined as "Use a non-fixed network to transmit product messages wireless communications equipment such cell phones or PDAs thereby achieve broadcasting advertisements," by Wireless Advertising Association (WAA) is all set experience an explosive growth. Quarter 4 2010 saw 233 percent increase over Q4 2009, indicating potential industry has. With more than 100 million Indians armed with mobiles, advertisers are fast realising that very powerful channel can be used deliver relevant information specific target. Their 24 7 usage pattern makes them instant, real-time response channel, when combined GPS enables send location-specific information. However, success advertising much dependent on consumers 'attitude towards quality information, entertainment, irritation credibility along his technology self-efficacy. Thus, this study seeks investigate effect consumers' application self-efficacy their attitude advertising. Primary data were collected sample 435 respondents in city Lucknow aimed at gaining insights consumer attitudes using undisguised structured questionnaire. The questionnaire was derived from item scale, developed Lee et al (2011). model (2011) tested Indian setting results ofthe reported paper.