The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
Abstract
The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. An instrument for measuring attitudes toward mobile advertising is developed. The results of a survey indicate that (1) consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it, and (2) there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission.
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Cites
Perceived usefulness, perceived ease of use, and user acceptance of information technology
Davis, F. D. (1989) · MIS Quarterly · doi:10.2307/249008 · Cited by 68,483
Papacharissi, Z., & Rubin, A. M. (2000) · Journal of Broadcasting & Electronic Media · doi:10.1207/s15506878jobem4402_2 · Cited by 1,826
Profiling User Responses to Commercial Websites
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Cited by
Hwang, K., & Zhang, Q. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.05.029 · Cited by 639
The Effectiveness of Branded Mobile Phone Apps
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2011.06.001 · Cited by 465
Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization
Kim, Y. J., & Han, J. (2014) · Computers in Human Behavior · doi:10.1016/j.chb.2014.01.015 · Cited by 454
Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018) · Technology in Society · doi:10.1016/j.techsoc.2018.06.007 · Cited by 444
Effects of virtual reality on theme park visitors' experience and behaviors: A presence perspective
Wei, W., Qi, R., & Zhang, L. (2019) · Tourism Management · doi:10.1016/j.tourman.2018.10.024 · Cited by 406
Metadata
- Authors
- Tsang, M. M., Ho, S.-C., & Liang, T.-P.
- Venue
- International Journal of Electronic Commerce
- Publisher
- Informa UK Limited
- Published
- 2004-04
- Volume
- 8
- Issue
- 3
- Pages
- 65-78
- ISSN
- 1086-4415 (ISSN-L)
- 1557-9301
- OpenAlex
- W1524719444
- Cited by
- 1,186
- References
- 3
- FWCI
- 73.45
- Type
- journal article
- Language
- en
- Open access
- closed
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- Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce. https://doi.org/10.1080/10864415.2004.11044301
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
