Purpose: Social messaging applications have seen a massive soar in community
as the consequence of the appearance of smartphone and the subsequent explosion of mobile apps. While the extend of using them for marketing purpose is growing rapidly, there is little academic research in this area in Viet Nam. This paper conducted a survey of young Vietnamese consumers to illustrate the factors affecting them toward mobile instant messenger .
Design/methodology/approach: The research collected the customer data by
quantitative research and deductive approach and tested the model by Statistical Package for the Social Sciences (SPSS). The 152 respondents, who are 18- 25 years old, were investigated on their perception of informativeness,time conveinence, entertainment and interaction approach messeaging apps.
Findings: The analysis show that all four hypothesized antecentdents of
advertising value having positive effect on young consumers’ attitude towards mobile advertising and purchase intention. Furthermore, interation was the most significant factor affecting respondents’ attitude toward mobile ads (40.9%), followed by entertainemnt and time convience at 33.1% and 31% correspondingly and information accounted for the lowest rate (26.4%).