Factors affecting use of mobile advertising: A quantitative study

Proceedings of the 42nd Annual Hawaii International Conference on System Sciences, HICSS

Volumn , Issue , 2009, Pages

  Vatanparast, Ramin ^a   Butt, Ali Hasan ^b  

^a NOKIA RESEARCH CENTER   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

CONCEPTUAL FRAMEWORKS; CONCEPTUAL MODELS; CRITICAL SUCCESS FACTORS; EMPIRICAL STUDIES; KEY FACTORS; LAY OUTS; MOBILE ADVERTISINGS; QUANTITATIVE STUDIES; SOLID BASE; TECHNOLOGY-BASED;

EID: 63349094949     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1109/HICSS.2009.214     Document Type: Conference Paper

References (13)

1. Balasubramanian S., Peterson R. A. and Jarvenpaa, S. L. "Exploring the Implications of MCommerce for Markets and Marketing", Journal of the Academy of Marketing Science 30(4), 2002, pp. 348-361.
2. Stewart D. W. and Pavlou, P. A. "From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media", Journal of the Academy of Marketing Science 30(4), 2002, pp. 376-396.
3. Bulander R., Decker M., Schiefer G., and Kolmel B., "Comparison of Different Approaches for Mobile Advertising" Proceedings of the 2nd IEEE International Workshop on Mobile Commerce and Services (WMCS '05), IEEE Computer Society, Munich, Germany, July 2005. pp. 174-182.
4. Vatanparast R., Asil M. "Factors Affecting the Use of Mobile Advertising" International Journal of Mobile Marketing, December 2007 Volume 2, No 2
5. Becker M. "Effectiveness of Mobile Channel Additions and A Conceptual Model Detailing the Interaction of Influential Variables" access Nov. 2005http://www.iloopmobile.com/news/mb-research-111705.htm, access Jan 2007.
6. Kotler P. "Marketing Management", Pearson Education, Upper Saddle River, New Jersey, 2003.
7. Koranteng J., "ZAP! There's no escaping the mobile ad", Ad Age Global, January, Vol. 1, No. 5, 2001, p.9.
8. Ogilvy D., "Confessions of an Advertising Man", Ballantine Books, New York, 1963.
9. Leppäniemi M., Karjaluoto H., and Salo J., "The success factors of mobile advertising value chain", EBusiness Review IV, 2004 pp. 93-97
10. Duchnicky, R. L., and Kolers, P. A. (1983). Readability of text scrolled on video display terminals as a function of window size. Human Factors, 25, 683-692.
11. Bauer H. H, Barnes S. J., Reichardt T. and Neumann M. M., "Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study," International Journal of Electronic Commerce, Vo. 16, No.3, 2005, pp. 181-192.
12. Koranteng J., "ZAP! There's no escaping the mobile ad", Ad Age Global, January, Vol. 1, No. 5, 2001, p.9.
13. Ogilvy D., "Confessions of an Advertising Man", Ballantine Books, New York, 1963.