The purpose of this study is to investigate
attitude of the youth towards the mobile advertisingor
m-advertising. The result of the research on the basis of
demographics shows that the youth experienced most of
the ads in the form of text & banner ads, rewarded ads,
and in-app ads but they prefer ads in the form of
playable ads, rewarded ads, and rich media ads. The
most of the m-advertising experienced is on the internet
browsers and social networks. To find the attitude of
youth we have used the correlation and multiple
regression analysis in out study.
Attitude, variable affecting attitude, youth, mobile advertising, m-advertising, multiple regression analysis, reliability analysis, Cronbach’s alpha.