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

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

The mobile channel offers an exciting opportunity for marketers—one that most have yet to
fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which …

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 …

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 …

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 …

Location-based advertising (LBA) allows the delivery of advertising messages to consumers
in places that are known for their particular high and positive advertising effect. While LBA is …

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

Online advertising expenditures are growing rapidly and are expected to reach $37 billion in
the US by 2011. Mobile advertising or advertising delivered through mobile devices or …

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 …