As one of the mobile marketing tool, SMS (Short Message Service) advertising is achieving popularity and acceptance by gaining access to consumers through their mobile devices. Attainment of this advertising instrument depends to a great extent on its acceptance by consumers. In Lebanon, no former research investigated the factors contributing to the success of SMS advertising from customers’ perspectives. Based on the TRA model, the aim of this research is to extend the knowledge of the responsiveness of Gen Y to SMS mobile advertising in Lebanon. This will help gain a better understanding of ...

This thesis examines consumer attitudes and behaviors towards in-app advertising considering the pillar parameters of digital in-app advertising campaigns, namely targeting and frequency. The thesis suggests how these parameters should be strategically dosed for higher advertising campaign success with higher ad click-through rates (CTR) and higher consumer conversions on advertisers’ e-commerce websites. The research method of the study was quantitative with a survey as the main research instrument. The user survey (online from February 2019 till March 2019) was targeted at Lebanese mobile ...