Do Consumers Trust Mobile Service Advertising?
نویسندگان
چکیده
منابع مشابه
Do Consumers Trust Mobile Service Advertising?
Mobile services have rapidly become an important way for consumers to communicate, encounter services and exchange information. Marketers are increasingly using this channel for brand related advertising communications. However they have found that consumers are reluctant to try and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has esta...
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Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variab...
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Literature on Mobile Platforms focuses predominantly on strategic issues in managing multi-sided platforms as well as economic issues of two-sided markets. Most of this literature is highly conceptual and empirical research on the perceptions, preferences and behaviour of consumers is lacking. Moreover, scholars typically focus on device-related platforms like operating systems and app stores, ...
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ژورنال
عنوان ژورنال: Contemporary Management Research
سال: 2011
ISSN: 1813-5498
DOI: 10.7903/cmr.9696