Rafiq Mansoor, Jing Zhang, Iqra Hafeez, Zubair Nawaz, Shabina Naz
Most of the studies on consumer attitude toward Location Based Advertisement (LBA) lack sufficient considerations of mobile advertisement types. This study broadens the view of mobile advertisement in both Short Messaging Service (SMS) and Multimedia Messaging Service (MMS) with further classification and examines their impact upon consumer attitude towards LBA as well as the mediating role of mobile user’s types. Moreover explores consumer attitude’s mediating role in LBA and purchase intention link. Results of the study indicate significant and positive impact of advertising types on attitude and reveals that consumers’ attitude significantly influences purchase intention. The results also justify the cultivation theory in mobile phone users and indicate that heavy users show more positive attitude towards mobile advertisement than medium and lighter users. The study contributes to LBA literature and proposes significant way of LBA advertisement to enhance consumers’ purchase intension.