When Peer-to-Peer comes Face-to-Face: Collaborative Peer-to-Peer Computing in Mobile Ad hoc Networks
P2P '01 Proceedings of the First International Conference on Peer-to-Peer Computing
Effects of watermark and music on mobile message advertisements
International Journal of Human-Computer Studies - Human-computer interaction research in the managemant information systems discipline
Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach
ICMB '07 Proceedings of the International Conference on the Management of Mobile Business
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Mobile marketing: the role of permission and acceptance
International Journal of Mobile Communications
Towards an understanding of the behavioral intention to use 3G mobile value-added services
Computers in Human Behavior
Telematics and Informatics
Diffusion and success factors of mobile marketing
Electronic Commerce Research and Applications
KES-AMSTA'08 Proceedings of the 2nd KES International conference on Agent and multi-agent systems: technologies and applications
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The purpose of this study was to build a conceptual model of relevance and to receive context to mobile advertising by the mobile media, 'the fifth media', which is quite a new topic. In this study, the most important factors in avoidance of mobile advertisement were identified by focus group discussion, and then two experiments were conducted to test the conceptual model. The results showed that the relevance could significantly affect users' advertising avoidance by reducing perceived intrusiveness and by increasing advertising recall and advertising attitude, resulting in significantly higher reactance. Receiving contexts with high-cognitive workloads leads to significantly shorter advertising reading time and recall, higher perceived intrusiveness, and behavioural avoidance and reactance. There is no interaction between relevance and receiving context. The findings addressed and provided several conceptual and managerial implications on advertising in mobile phone industry.