Mobile Advertising Acceptance Model: Evaluation of Key Effective Factors in Iran

Abstract

In this paper, mobile phone capabilities in advertising are introduced and mobile advertising acceptance from the receivers’ perspective in Iran is investigated.‎ In the research, the process of accepting mobile advertising is explained too.‎ Based on this process, the key influential factors affecting mobile advertising acceptance in Iran are identified and a relevant novel model is presented.‎ The evaluation of the model is accomplished by applying Structural Equation Modeling.‎ Furthermore, the impact degree for all of the identified factors is assessed.‎ Findings show that perceived usefulness, perceived control, and attitude toward using mobile phone advertising are recognized as the most important factors affecting mobile phone advertising acceptance in Iran.‎ In addition, the effects of various demographic variables on perceived usefulness and perceived control are investigated.‎

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