Journal of the Association for Information Systems · 2005 · 133 citations · 40 references
Open access
Digital MarketingConsumer StudyMobile DevicesTargeted AdvertisingConsumer ResearchCommunicationMobile MarketingManagementMarketing CommunicationConsumer BehaviorAustrian UsersBrand BuildingMarketing ActivitiesConsumer Decision MakingMobile AdvertisingMarketingAdvertisingInteractive MarketingConsumer AttitudesArtsConsumer Attitude
Mobile marketing enables direct, barrier‑free communication with consumers, yet the specific impact of individualized mobile advertising remains underexplored. The study examines antecedents of consumer attitudes toward mobile‑device advertising. A quota‑sample survey of 815 Austrian cellular‑phone users was conducted. Advertising value and message content exert the strongest influence on attitudes toward mobile advertising.
Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses its relevance and investigates antecedents of consumer attitudes toward advertising via mobile devices. The analysis is based on a consumer survey. For this purpose a quota sample of 815 cellular phone users in Austria has been interviewed. The results indicate that advertising value and advertising message content have the largest impact on attitude toward advertising via mobile devices.
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