An advanced model of consumer attitudes toward advertising on the mobile internet

Parissa Haghirian, Akihiro Inoue

研究成果: Article査読

51 被引用数 (Scopus)

抄録

Advertising on the mobile internet is considered as an influential new marketing channel in the new future. So far technological limitations inhibit its optimised usage in Europe and the US, whereas in Japan constant access to the internet via mobile devices is already a reality. This paper therefore discusses the relevance of advertising on the mobile internet as a marketing tool and investigates antecedents of Japanese consumer attitudes toward this new advertising channel. The analysis is based on a Japanese consumer survey. The results indicate that informativeness and credibility of the advertising message have the greatest impact on consumers' attitude towards advertising on the mobile internet.

本文言語English
ページ(範囲)48-67
ページ数20
ジャーナルInternational Journal of Mobile Communications
5
1
DOI
出版ステータスPublished - 2007

ASJC Scopus subject areas

  • コンピュータ サイエンスの応用
  • コンピュータ ネットワークおよび通信
  • 電子工学および電気工学

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