The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, mobile advertising is facing great changes in dealing with Smart devices. However, the basic outline of mobile advertising still mostly resembles advertising strategies centered on feature phones. Despite the fact that Smart device-based mobile advertisi...

The fast deployment of wireless networks and mobile technologies and the significant increase in the number of mobile device users have created a very strong demand for new innovative mobile commerce applications and services. Since mobile advertising is one of the important subjects in mobile commerce, studying and developing mobile advertising solutions becomes a hot research and business top...

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It addresses consumers with individualiz...

The recent development of a global telecommunication technology provides a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising and their intention to purchase the adve...

A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisemen...

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...

The proliferation of mobile technologies makes it possible for mobile advertisers to leap beyond the real-time snapshot of the static location and context information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers' offline moving trajectories from four different mobility dimensions (i.e., temporal duration, spatial dispe...

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of SMS-based mobile advertising. A conceptual model and hypotheses are tested with a sample of 4,062 Finnish mobil...

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...