As mobile technologies continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has emerged. This study explores factors that influence consumers’ behavioral intention (BI) to use m-advertising by proposing an extension of Unified Theory of Acceptance and Use of Technology (UTAUT) model with personal innovativeness in information technology (PIIT), perceiv...

Consumer's attitude toward mobile advertising has drawn lots of attention for a long time. Previous studies verified and emphasized that consumer’s attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement which affect the way consumers evaluate it. However, the general attitude toward how advertising manifes...

Location-aware advertising is widely touted as the “killer-app” for mobile commerce to flourish. With the imminent rollout of third-generation mobile networks, advances in multimedia-enabled mobile devices and positioning technologies, its commercial viability is enormous. Location-aware advertising is primarily textbased at the present, but it is envisioned to allow the delivery of multimedia ...

The objectives of this study is to investigate the impact of culture on advertising appeals in mobile phone industry via social media channel in UK, Brazil and India. Content analysis on Samsung and Nokia commercials in YouTube is conducted. The result indicates that the advertising appeals are both congruent and incongruent with cultural dimensions in UK, Brazil and India. The result suggests ...

Mobile phone becomes an indispensable medium not only for communication but also for delivering services based on their location and demand. Mobile location data provides wide range of opportunities to the marketers for delivering services to their consumer based on their real world behavior, geographic location, from point of interest to path-to-purchase. Location Based Mobile advertising is a...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates the significance of a number of factors associa...

Article history: Received 4 January 2011 Received in revised form 1 August 2011 Accepted 13 August 2011 Available online 15 September 2011 Advertising media are a means of communication that creates different marketing and communication results among consumers. Over the years, newspaper, magazine, TV, and radio have provided a one-way media where information is broadcast and communicated. Due t...

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...

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level. We use a logit model to analyze how the probability of ad tap throu...

Mobile terminals like cellular phones and PDAs are a promising target platform for mobile advertising: The devices are widely spread, are able to present interactive multimedia content and offer as almost permanently carried along personal communication devices a high degree of reachability. But particular because of the latter feature it is important to pay great attention to privacy aspects a...