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

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References

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1998Public Attitudes Toward Advertising: More Favorable Than You Might Think543 cited

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1987Marketing and Exchange520 cited

2002The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions467 cited

Cited by

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2009Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets214 cited
2007Determinants of Effective SMS Advertising: An Experimental Study169 cited
2020Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility164 cited
2015An empirical study of the cross-channel effects between web and mobile shopping channels152 cited
2008Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers146 cited
2017How Mobile In‐Store Advertising Influences Purchase Intention: Value Drivers and Mediating Effects from a Consumer Perspective110 cited
2010Factors influencing Chinese youth consumers' acceptance of mobile marketing109 cited
2016Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations109 cited
2009Attitudes of young consumers towards SMS advertising82 cited
2013Understanding consumers’ continuance intention towards mobile advertising: a theoretical framework and empirical study78 cited
2012Linking perceived value of mobile marketing with the experiential consumption of mobile phones72 cited
2020Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach71 cited
2013Exploring and modelling digital natives' intention to use permission-based location-aware mobile advertising55 cited
2013The influence of repetition and time pressure on effectiveness of mobile advertising messages46 cited