Mobile Advertising via Bluetooth and 2D Barcodes

2019 ◽  
pp. 443-456
Author(s):  
Zety Azuan ◽  
Prasana Pillai ◽  
Mohammad Ariff Ameedeen ◽  
Syarifah Fazlin Seyed Fadzir
Keyword(s):  
Mobile Advertising

Mobile advertising

2013 ◽  
Author(s):  
Marco de Sa ◽  
Vidhya Navalpakkam ◽  
Elizabeth F. Churchill
Keyword(s):  
Mobile Advertising

scholarly journals Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria

2012 ◽  
Vol 26 (1) ◽  
pp. 21-32 ◽  
Author(s):  
Chia-Ling ‘Eunice’ Liu ◽  
Rudolf R. Sinkovics ◽  
Noemi Pezderka ◽  
Parissa Haghirian
Keyword(s):  
Consumer Perceptions ◽  
Mobile Advertising

Permission-based mobile advertising

2002 ◽  
Vol 16 (1) ◽  
pp. 14-24 ◽  
Author(s):  
Patrick Barwise ◽  
Colin Strong
Keyword(s):  
Mobile Advertising

Influence of SMS Advertising on Consumer Behavioral Intention

2015 ◽  
Vol 27 (4) ◽  
pp. 25-42 ◽  
Author(s):  
Hongyan Lin ◽  
Zhankui Chen
Keyword(s):  
Behavioral Intention ◽  
Purchase Intention ◽  
Consumer Attitudes ◽  
Subjective Norms ◽  
Mobile Marketing ◽  
Intention To Use ◽  
Mobile Advertising ◽  
Perceived Behavior Control ◽  
The Relationship ◽  
Practical Implications

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.

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