Psychology and Marketing · 2008 · 146 citations · 25 references
BusinessMarketingMarketing ManagementAdvertisingConsumer BehaviorPersuasionAdvertising PersuasionAdvertising PsychologyAdvertising StrategyCross-cultural Consumer BehaviorMobile AdvertisingMobile MarketingAntecedent StructureCross-cultural Consumer AttitudesCross-cultural Purchase IntentionInformative AdvertisingMobile Advertising PsychologyMobile Consumer BehaviorPurchase Intention AnalysisPurchase Intention Measurement
Mobile advertising is rapidly expanding, yet its effectiveness—especially how messages resonate across cultures—remains poorly understood. The study aims to identify key effectiveness measures and antecedent variables among 629 Korean and American consumers. Researchers surveyed 629 Korean and American participants to assess effectiveness metrics and antecedent factors. Entertainment and credibility predict positive attitudes and purchase intentions in both groups, while informativeness, perceived interactivity, and perceived value differ cross‑culturally, offering theoretical and practical insights. © 2008 Wiley Periodicals, Inc.
Abstract Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising form—particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectiveness as well as antecedent variables in the context of 629 Korean and American consumers. Entertainment and credibility were key factors predicting positive attitude and purchase intention among both Koreans and Americans. However, this study found multiple cross‐cultural differences—particularly in informativeness, perceived interactivity, and the value of mobile advertising. Theoretical explanations and practical implications are suggested. © 2008 Wiley Periodicals, Inc.
25