Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

Parissa Haghirian · Maria Madlberger · A. Tanuskova

246 citations0/0 files storedHawaii International Conference on System Sciences (HICSS)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. Possibilities for marketers are numerous, but many aspects of mobile marketing still need further investigation. Especially, the topic of mobile advertising (m-advertising) is of major interest. M-advertising addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses the relevance of m-advertising and investigates how perceived advertising value of mobile marketing can be increased. The analysis is based on a study among consumers. All together a quota sample of 815 mobile phone users was interviewed. The results indicate that the message content is of greatest relevance for the perceived advertising value, while a high frequency of message exposure has a negative impact on it.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 246 citations exist upstream.

References

1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1996Advertising Value and Advertising on the Web 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2000The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands 2002Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads 1995How Consumers Assess the Value of Advertising

Cited by

2014Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization 2015Influence of Facebook brand-page posts on online engagement 2009Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets 2007Determinants of Effective SMS Advertising: An Experimental Study

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.