Advertising has become an essential part of modern marketing and plays a significant role in brand building and consumer awareness. With the rapid growth of technology, advertising has evolved from traditional media such as television, radio, and newspapers to digital platforms including the internet, social media, and mobile applications. Mobile advertising, in particular, has emerged as a powerful and innovative medium in the Indian market.
This study focuses on consumer awareness, preferences, behavior, and privacy concerns related to mobile advertising. The research is based on primary data collected from 500 respondents across five cities of Rajasthan through a structured questionnaire. The collected data were analyzed and hypotheses were tested using the Chi-Square method.
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