Mobile phone text messages (SMS) are a promising method of health promotion, but a simple and low cost way to obtain phone numbers is required to reach a wide population. We conducted a randomised controlled trial with simultaneous brief interventions to (i) evaluate effectiveness of messages related to safer sex and sun safety and (ii) pilot the use of mobile advertising for health promotion. ...

The purpose of the present paper is to propose a decision model for both advertisers and advertising agencies to evaluate and select mobile application development firms. The researchers first refer to re‐ lated literature and apply the Modified Delphi Method to postulate the most suitable selection criteria. Then, Analytic Hierarchy Process (AHP) is utilized to derive the relative weight and r...

This paper reports an ongoing study related to the design of conceptual design model of interactive television (iTV) advertisement towards impulse purchase tendency. Despite many studies have been proposing factors of impulse purchase in many different advertising medium like website, mobile, traditional retail store, and traditional television; none of the impulse purchase model is dedicated t...

Since highly relevant content is linked to click-though rates (CTR) and eventually to an increase in revenue potential, key players in the search industry are devoting resources to profile and exploit the context in which a search is performed. In this paper we present the pilot implementation and evaluation of a mobile operator centric search service that enables the provision of personalised ...

Mobile geo–location advertising, where mobile ads are targeted based on a user’s location, has been identified as a key growth factor for the mobile market. As with online advertising, a crucial ingredient for their success is the development of effective economic mechanisms. An important difference is that mobile ads are shown sequentially over time and information about the user can be learne...

Customer reviews in social media contain valuable electronic word-of-mouth (eWOM) information of products, which facilitates firms’ business strategy and individual consumers’ comparison shopping. This study examined the effects of eWOM motivations on customers’ behavioral intentions in the Mobile operators setting. eWOM advertising is very important because nowadays many customer buying decisi...

This article examines factors influencing consumer attitudes towards SMS advertising. The study’s research framework was conceptualized using five predictor variables – informativeness, irritation, privacy, credibility, and incentives – and an outcome variable of consumer attitudes towards SMS advertising. The informativeness, irritation, and privacy was labelled as central route constructs and...

Modern mobile devices have become real personal computers, that increase the ability of building/extending existing applications by combining several technologies such as camera, GPS, 3D graphics and the Internet connection. Due to the permanent Internet accessing through mobile devices, advertising is a rapidly growing sector providing brands, agencies and marketers with the opportunity to con...

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards...