As mobile technologies continued to advance, a new platform of advertising known as
mobile advertising (m-advertising) has emerged. This study explores factors that influence …

Advertising media are a means of communication that creates different marketing and
communication results among consumers. Over the years, newspaper, magazine, TV, and …

The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …

Adopting a meta-analysis approach, this study synthesises the quantitative literature on
mobile advertising and proposes a meta-analytic conceptual model that shows the …

Mobile services will be a crucial part of the revenues to be generated by third-generation
mobile technologies. Mobile advertising has been named one of the most promising …

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

Mobile advertising is a young, fast-growing part of marketing communications. Initially over-
hyped, it is now starting to take off for real. What can we learn about it from the early …

Rapid proliferation in the business potential of mobile marketing attracts researchers from
various fields to contribute to the growing body of knowledge on the phenomena. Although …

Purpose–While mobile TV (m-TV) is beneficial and is currently an emerging area within
mobile commerce, the adoption rate is at the infancy stage. The purpose of this paper is …

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