The Design Structure of Mobile Advertising and its Impact on the Recipient | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 8, Volume 5, Issue 1, January 2024, Page 147-160 PDF (1.94 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2023.203136.1267 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Yasser Mohamed Fahmy 
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| Faculty of Applied Arts, October 6 University, Egypt. | ||||
| Abstract | ||||
| Mobile advertising is a flexible, dynamic and highly targeted way of advertising. Targeted customers can find information about the product or service they need, ask questions and make purchases anywhere and at any time. The substantial growth in global mobile networks has increased mobile marketing expenditures and made advertisers and marketers focus their interests on building and promoting brands. The research problem stems from the need to deduce the design construction factors that affect the orientation of Egyptian recipients towards mobile advertising, in order to confront the rapid development in digital technology and artificial intelligence, where these factors affect Different advertising design on consumer intent towards mobile advertising. The current study hopes to investigate the design construct factors that influence the attitude of Egyptian audiences towards mobile advertising and that affect the adoption of advertising and marketing services through mobile phones in Egypt. As mobile advertising has already brought about a social change in many countries and has reflected positively on the recipients' orientation towards these new types of advertising, which had the greatest impact on the effectiveness of these advertisements and their remarkable impact. Accordingly, the purpose of this study is to identify the factors that influence Egyptian consumers' attitudes towards mobile advertising. The research concluded that the correct design structure of mobile advertising is what motivates recipients to complete the subscription acceptance, volunteering and providing their personal data about their hobbies and their interests and lifestyle and provide feedback about their favorite brands and products that they prefer. | ||||
| Keywords | ||||
| Advertising Design Structure; Mobile Advertising; Recipients Behavior | ||||
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