Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers

Yung Kyun Choi · Jangsun Hwang · Sally J. McMillan

146 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Abstract Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising form—particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectiveness as well as antecedent variables in the context of 629 Korean and American consumers. Entertainment and credibility were key factors predicting positive attitude and purchase intention among both Koreans and Americans. However, this study found multiple cross‐cultural differences—particularly in informativeness, perceived interactivity, and the value of mobile advertising. Theoretical explanations and practical implications are suggested. © 2008 Wiley Periodicals, Inc.

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References

1981Culture's Consequences: International Differences in Work-Related Values 2005Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons 2004Consumer Attitudes Toward Mobile Advertising: An Empirical Study 2002Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity 2002Measuring the Intrusiveness of Advertisements: Scale Development and Validation 2003Developing a scale to measure the interactivity of websites 1999An international analysis of emotional and rational appeals in services vs goods advertising 2005Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

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