Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile advertising and the types of mobile advertising. A model was presented in order to have a clear picture of the existing theories in this field. Methodology: The authors used a qualitative research and the method chosen for data collection was semi-structured interviews and a case study, Snapchat (mobile application). Conclusions: After this process the authors could conclude that consumers’ attitudes towards mobile advertising in social media were negative. The strongest feeling among consumers that would influence their attitudes was irritation. The consumers’ negative attitudes can be related to control. When giving them control their attitudes can be positive. Rewards can positively influence consumers’ attitudes as well. According to the findings in this study high rewards should be given to consumers in high engagement situations.