This document is a thesis submitted by Madawa Abeywickrama and Jana Vasickova at Umeå School of Business and Economics in Spring 2014. The thesis investigates the impact of mobile advertising message content and flow experience on Swedish customers' attitudes towards mobile advertising and purchase intention. Specifically, it examines how advertising message personalization, permission, and flow experience affect attitudes, and how attitudes and flow experience then impact purchase intention. The students developed a theoretical framework based on flow experience theory and the theory of reasoned action, and conducted a survey of Umeå inhabitants to analyze the relationships between these variables regarding mobile advertising. The results provided partial support for the theories but demonstrated relationships between flow experience, attitudes, and purchase intention

Attitude Towards Mobile Advertising and Purchase Intention of Swedish Customers PDF

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