Cognitive-affective model of acceptance of mobile phone advertising

providing a model for investigating the impact of marketing communications / media on acceptance of mobile advertising

today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. in this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.the aim of this study is to analyze the impact of marketing communications / medi...

Antecedents of Consumer Acceptance of Mobile Television Advertising

Through a questionnaire survey, this study identifies and investigates seven antecedents of consumer acceptance of mobile TV advertising. Negative factors include intrusiveness, lack of trust in the advertiser, and excessive frequency; positive influences include enjoyment, originality, value, and relevance. The study proposes and validates two measurement models of these antecedents and provid...

Safety Issues of Mobile Phone Base Stations

Mobile Advertising Acceptance Model: Evaluation of Key Effective Factors in Iran

In this paper, mobile phone capabilities in advertising are introduced and mobile advertising acceptance from the receivers’ perspective in Iran is investigated. In the research, the process of accepting mobile advertising is explained too. Based on this process, the key influential factors affecting mobile advertising acceptance in Iran are identified and a relevant novel model is presented. T...

Designing the Attitude toward Advertising Model through Mobile Social Networks

The aim of this research is to help advance a better understanding of digital advertising innovation adoption, consumer acceptance of customized advertising, and the influence of customized advertising on product purchase intent via a mobile social network. To this end, two types of questionnaires, including an open questionnaire filled up by 16 experts and university professors was designed to...