The DOI matches its Crossref record; 8 of the 8 references it cites were found in a registry or an index.
Factors influencing consumers' willingness to accept mobile advertising: a conceptual model
Abstract
The purpose of the present study is to build a conceptual model of consumers' willingness to accept mobile advertising. First, the study investigates factors that influence the acceptance of mobile advertising from both industry's and consumers' point of view. Second, based on a review of previous studies in the field, the authors propose a conceptual model of consumers' willingness to accept mobile advertising. The model, based on four research hypotheses, indicates that consumers' willingness to receive mobile advertisements to handsets is mainly driven by four factors: role of mobile medium in marketing mix; development of technology; one-to-one marketing medium; regulatory. The findings provide several conceptual and managerial insights into the role of mobile advertising today and in the near future.
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Cites
Marketing management: analysis. planning. implementation and control
Kotler, P. (2000) · Cited by 6,639
Permission-based mobile advertising
Barwise, P., & Strong, C. (2002) · Journal of Interactive Marketing · doi:10.1002/dir.10000 · Cited by 594
Mobile marketing: the role of permission and acceptance
Barnes, S. J., & Scornavacca, E. (2004) · International Journal of Mobile Communications · doi:10.1504/ijmc.2004.004663 · Cited by 365
Introduction: personalized views of personalization
Riecken, D. (2000) · Communications of the ACM · doi:10.1145/345124.345133 · Cited by 350
Wireless digital advertising: nature and implications
Barnes, S. J. (2002) · International Journal of Advertising · doi:10.1080/02650487.2002.11104939 · Cited by 219
Brenner, S. (2000) · Science · doi:10.1126/science.287.5461.2173 · Cited by 180
Location management for mobile commerce applications in wireless Internet environment
Varshney, U. (2003) · ACM Transactions on Internet Technology · doi:10.1145/857166.857169 · Cited by 170
Computer practices - Wireless advertising's challenges and opportunities
Yunos, H. M., Gao, J. Z., & Shim, S. S. Y. (2003) · Computer · doi:10.1109/mc.2003.1198234 · Cited by 119
Cited by
A meta-analytic review of mobile advertising research
Maseeh, H. I., Jebarajakirthy, C., Pentecost, R., Ashaduzzaman, M., Arli, D., & Weaven, S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.06.022 · Cited by 88
de Cosmo, L. M., Piper, L., & Di Vittorio, A. (2021) · Italian Journal of Marketing · doi:10.1007/s43039-021-00020-1 · Cited by 82
Determinants of mobile consumers’ perceived value of location-based advertising and user responses
Lin, T. T. C., Paragas, F., & Bautista, J. R. (2016) · International Journal of Mobile Communications · doi:10.1504/ijmc.2016.075019 · Cited by 59
QoE-aware service delivery: A joint-venture approach for content and network providers
Ahmad, A., Floris, A., & Atzori, L. (2016) · 2016 Eighth International Conference on Quality of Multimedia Experience (QoMEX) · doi:10.1109/qomex.2016.7498972 · Cited by 17
Metadata
- Authors
- Leppaniemi, M., & Karjaluoto, H.
- Venue
- International Journal of Mobile Communications
- Publisher
- Inderscience Publishers
- Published
- 2005
- Volume
- 3
- Issue
- 3
- Pages
- 197
- ISSN
- 1470-949X (ISSN-L)
- 1741-5217
- OpenAlex
- W2130344866
- Cited by
- 313
- References
- 8
- FWCI
- 64.85
- Type
- journal article
- Language
- en
- Open access
- closed
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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.
