Purpose – The purpose of this research is to examine the factors, which affect the consumers’ attitudes on mobile advertising, to Greek consumers, who belong in generation Y, aiming to the specification of their attitudes and perceptions.
Design/methodology/approach - The philosophy of the research based on “positivism”, which leads to a productive approach adopted for the examination of objectives and the success of research’s purpose. Based on those, a describable quantitative research, by using a questionnaire, which given face to face in a simplicity
sample of 385 consumers of “generation Y” was made. The data which collected, analyzed by using the “SPSS” statistic program
Findings - The main results became from the examination of researching hypothesis. Especially, so more entertainment, information and reliability includes an advertising message, when it is given through mobile telephones as more positively affected the attitudes of “generation Y” consumers. The same occurs about the personalization even when it refers to the content of the message, though the location of user. Finally, related
to the permission-based mobile marketing, revealed that as bigger is the perceived control of “generation Y” consumers, so mοre positively affected their attitudes on mobile advertising.
Research limitations – The limitations of the research are the lack of triangulation and the use of a simplicity sample which is not allowed to generalize the results at the total population
Managerial implications – The key of mobile marketing success is the permission based mobile marketing by sending personalized advertising messages. Therefore, at the designing of the advertising message must have be a balance between the entertainment and the information, without the smallest sight of exaggeration, which could harm the message’s or the company’s credibility.
Originality-value – The determination of Greek generation Y consumers’ attitudes and perceptions about mobile advertising gives important information to marketers for a more effective approach of that generation with the use of this mean.