Consumer attitudes toward and intentions to accept mobile advertising
نویسندگان
چکیده
منابع مشابه
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between att...
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Vol. LI (June 2014), 270–285 *Yakov Bart is Assistant Professor of Marketing, INSEAD (e-mail: [email protected]). Andrew T. Stephen is Assistant Professor of Business Administration and Katz Fellow in Marketing, Joseph M. Katz Graduate School of Business, University of Pittsburgh (e-mail: AStephen@ katz.pitt.edu). Miklos Sarvary is Carson Family Professor of Business and Co-Director of the ...
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Mobile advertising is evolving rapidly and becoming the key mobile data and revenue drivers of the mobile contents market. More powerful mobile devices have made possible the creation of better and richer mobile advertising. Moreover, the integration of location-aware technologies such as Cell Identification and GPS (Global Positioning Systems) into mobile devices has inspired the development o...
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There is growing international concern about the risks posed by direct-to-consumer advertising (DTCA) of prescription pharmaceuticals, including via the internet. Recent trade agreements negotiated by the United States, however, incorporate provisions that may constrain national regulation of DTCA. Some provisions explicitly mention DTCA; others enable foreign investors to seek compensation if ...
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ژورنال
عنوان ژورنال: Management Science Letters
سال: 2015
ISSN: 1923-9335,1923-9343
DOI: 10.5267/j.msl.2015.7.002