Information rules: a strategic guide to the network economy
Information rules: a strategic guide to the network economy
Regions and levels: measuring and mapping users' relevance judgments
Journal of the American Society for Information Science and Technology
The concept of relevance in IR
Journal of the American Society for Information Science and Technology
The dynamics of viral marketing
ACM Transactions on the Web (TWEB)
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
An advanced model of consumer attitudes toward advertising on the mobile internet
International Journal of Mobile Communications
Order effect in relevance judgment
Journal of the American Society for Information Science and Technology
Behaviour & Information Technology
Diffusion and success factors of mobile marketing
Electronic Commerce Research and Applications
Review: Mobile marketing research: The-state-of-the-art
International Journal of Information Management: The Journal for Information Professionals
Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment
Electronic Commerce Research and Applications
International Journal of Technology and Human Interaction
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This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers' intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.