AI-POWERED MOBILE ADVERTISING: EXAMINING CONSUMER ATTITUDES AMONG ARTS AND SCIENCE COLLEGE STUDENTS IN CHENNAI
  https://doi.org/10.65725/JCMCE/2/4/003
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 2 Issue 4, October -December 2026

Abstract:

Mobile advertising has emerged as an important digital marketing tool with the widespread adoption of smartphones. This study examines consumer attitudes towards mobile advertising apps among Arts and Science college students in Chennai City and identifies the factors influencing their attitudes. The study is based on primary data collected from 100 respondents using a structured questionnaire and convenient sampling. Frequency, percentage, Chi-square test, and independent sample t-test were employed for data analysis. The findings indicate that respondents have mixed perceptions of mobile advertisements, particularly regarding entertainment, informativeness, irritation, credibility, and purchase influence. The Chi-square result shows no significant association between gender and irritating opinions towards mobile advertisements. Similarly, the t-test results reveal no significant gender differences in liking mobile advertisements, improvement in standard of living, matching personality and interests, or helping consumers select the best brand. The study highlights the growing importance of mobile advertising as an effective platform for engaging young consumers and provides insights for marketers to develop more relevant, credible, and consumer-oriented mobile advertising strategies.

Authors: Dr. D. Jansi

Keywords: Mobile Advertising, Consumer Attitude, Smartphone, College Students, Digital Marketing, Consumer Behaviour.