Marketing Communication and Mobile Advertising for Sustainability: An Analysis of Consumer Attitudes and Motivations

Abstract

All companies, regardless of their sector, can take measures to contribute to sustainability, one of these measures consists of their communication strategies to promote responsible consumption among their consumers. That’s why, the present study investigates the impact of marketing communications on customers' attitudes towards mobile advertising with the mediate of motivation. The statistical population includes all customers of Chain Stores located in Tehran. A standardized 28-item questionnaire with 5-point Likert Scale was applied for data collection and the sample size was estimated to be 196 people considering the population limitations. In order to analyze data, partial least squares structural equation modeling was applied using smart PLS 3. The results showed consumers need an intrinsic agreement and they hardly accept the information that disagrees with their beliefs. That’s why marketers who tend to confirm individuals’ attitudes should use highly valuable resources for advertisements. In conclusion, customers' trust in advertising can lead to their loyalty and increase profitability for chain store. It will also lead to greater competition among chain stores in sustainability and dynamic environmental conditions.