Mobile advertising is one of the fastest-growing advertising formats. In 2013, global
spending on mobile advertising was approximately 16.7billion,anditisexpectedtoexceed …

The study examines consumer responses to SMS-based mobile advertising campaigns
using a field experiment with actual behavioral responses. Specifically, the effects of …

Mobile advertising allows retailers, service providers, and manufacturers to provide
consumers with increasingly relevant offers. The success of such campaigns depends on an …

Mobile in‐store advertising is becoming increasingly important, as it offers new options for
retailers to communicate with customers at the point of sale. This study investigates how …

Mobile marketing provides an innovative channel for transmitting advertising messages to
customers via mobile devices. The growth of mobile advertising in recent years requires that …

Following the rapid proliferation of mobile devices and the phenomenal advancements in
mobile commerce, mobile advertising has since overtaken traditional advertising and seized …

The purpose of this research is to study consumer attitude towards mobile advertising in
Malaysia, and whether this attitude results in the intention to purchase the products or …

This empirical study researched cell phones, the representative mobile media, based on the
approach of uses and gratifications. Using US college students as a sample we explored the …

A two-stage approach is employed in order to examine the influencing factors of consumer
behaviors in the context of mobile advertising. The first stage of the study evaluates the …

With a variety of mobile content, such as weather, sports, and commercial ads, available for
consumers to access on wireless devices, it is important to explore the effect of presentation …