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Since the development of communication technology. The mobile advertisement has played a major role in the day today life. Currently around 4.9 billion people in the world own 7.19 billion mobile subscriptions, consequently as a developing country Sri Lanka the number of mobile phone use is 22.1 million. Especially youth has used the mobile devices rapidly and active with mobile advertisements. More over University undergraduates very much spend time with the mobile phones and searching the advertisements and entertainment activities via mobile phone and WAP (wireless application protocol) facilities helps to involve the UOJSL (University of Jaffna, Sri Lanka) undergraduates to more user friendly with mobile phones. In this research the deductive approach has been implemented in order to answer the research questions.  Quantitative data has been collected through a questionnaire. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analysed using SPSS. The results of this study showed the UOJSL undergraduates mainly consumer based acceptance drivers and innovation based acceptance driver’s levels are highly determining on attitudes towards mobile advertising. Furthermore, it was found that the more positive the attitude toward advertising in general is, and the more the consumer likes searching for product information. The main purpose of this research was to find out what the attitudes of the UOJSL undergraduates are toward mobile advertising. The statistical results showed a positive attitude toward mobile advertising.

A Study of Consumer Attitudes towards Mobile Advertising among the Undergraduates of University of Jaffna Srilanka