Article detail · 2015
UNDERSTANDING MOBILE ADVERTISING ACCEPTANCE AN INTEGRATIVE APPROACH
- Year
- 2015
- Type
- article
Data source split
- YÖKSİS YÖKSİS article record
- YÖKSİS venue INTERNATIONAL JOURNAL OF MOBILE COMMUNICATIONS
- Catalog match (ISSN) International Journal of Mobile Communications
- OpenAlex OpenAlex enrichment (abstract, citations, topics)
Abstract
OpenAlex · English
With over 6 billion people having a mobile phone subscription, firms use mobile marketing for various marketing oriented purposes such as delivering promotional offers and conveying personalised advertising messages, providing value generating services, facilitating word of mouth, awarding customer loyalty and collecting feedback. This study proposes a model to predict consumers' mobile advertising acceptance by relating it to various purposely selected consumer- and message-related factors. Moreover, the paper examines the empirical link between acceptance and word-of-mouth. On the basis of survey results from 353 mobile phone users, the authors test the proposed model with SEM and discuss a number of theoretical and managerial recommendations.
Topics
Citations
OpenAlex cited_by_count. Not a WoS or Scopus citation count; those sources have no separate column here.
7 citations
OpenAlex cited_by_count (cache / database)
1 publications in the local catalog that cite this work (OpenAlex reference match; not the full global list).