This present study aims to investigate the relationships between mobile advertising characteristics and consumers’ attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers’ ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, u...

This present study aims to investigate the relationships between mobile advertising characteristics and consumers’ attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers’ ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, u...

Self-service advertising platforms such as Cidewalk enable advertisers to directly launch their individual mobile advertising campaigns. These platforms contract with advertisers to provide a certain number of impressions on mobile apps in a specific geographic location (usually a town or a zip code) within a fixed time period (usually a day); this is referred to as a campaign. To meet the comm...

Online advertising is currently a rich source of revenue for many Internet giants. With the ever-increasing number of smart phones, there is a fertile market for personalised and localised advertising. A key benefit of using mobile phones is to take advantage of the significant amount of information on phones — such as locations of interest to the user — in order to provide personalised adverti...

Interdisciplinary research into novel application areas such as interactive advertising is benefited greatly by the wide availability of networked mobile devices. The majority of PDA and mobile phones available today support Internet browsing and multimedia content delivery while they permit advanced user feedback, offering rich communication capabilities for advertisers. In addition, new multi...

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...

Delivering ‘relevant’ advertisements to consumers carrying mobile devices is regarded by many as one of the most promising mobile business opportunities. The relevance of a mobile ad depends on at least two factors: (1) the proximity of the mobile consumer to the product or service being advertised, and (2) the match between the product or service and the interest of the mobile consumer. The in...

The targeted advertising is based on preference profiles inferred via relationships among individuals, their monitored responses to previous and temporal activity over the Internet, which has raised critical privacy concerns. In this paper, we present a novel proposal for Blockchain-based platform that provides: system preserving user profiling, privately requesting ads from system, billing mec...

In recent years, with the rapid development of mobile Internet and its business applications, mobile advertising Click-Through Rate (CTR) estimation has become a hot research direction in the field of computational advertising, which is used to achieve accurate advertisement delivery for the best benefits in the three-side game between media, advertisers, and audiences. Current research on the ...