Mobile Communications: Re-negotiation of the Social Sphere (Computer Supported Cooperative Work)
Mobile Communications: Re-negotiation of the Social Sphere (Computer Supported Cooperative Work)
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Diffusion and success factors of mobile marketing
Electronic Commerce Research and Applications
An Empirical Examination of Customer Perceptions of Mobile Advertising
Information Resources Management Journal
Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence
Journal of Electronic Commerce in Organizations
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This study explores mobile users' perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.