Title: Cell phone advertising delivery acceptance: development, purification and validation of the advertising delivery acceptance scale

Authors: Anshu Saran, Kevin W. Cruthirds, Morris Kalliny, Michael Minor

Addresses: University of Texas of the Permian Basin, 4901 E University, Odessa, Texas 79762, USA. ' Nicholls State University, P.O. Box 2075, Thibodaux, LA 70310, USA. ' Missouri University of Science and Technology, 107 D. Fulton Hall, Rolla, MO 65409, USA. ' The University of Texas-Pan American, 1201 West University Drive, Edinburg, TX 78539–2999, USA

Abstract: This paper describes the development, purification and validation of a short reliable self-report scale designed to measure the concept of delivery acceptance of advertising over cell phones. There is limited literature on this subject of advertising acceptance and a measurement scale has eluded the academicians and practitioners, which could help measure the acceptance of the receipt and use of ads over mobile telephony, thereby helping marketers decide on the level and type of ads by market segmentation. Five data sets were employed using 793 surveys, two focus groups and six individual interviews which helped develop, purify and validate the six-item Likert-type one-dimensional scale. The research has attempted to provide evidence for dimensionality, reliability and validity. The scale could be used by academicians and practitioners alike, replacing single items to measure the concept.

Keywords: cell phones; mobile phones; mobile advertising; m-advertising; advertising acceptance; scale development; electronic marketing; measurement scale.

DOI: 10.1504/IJEMR.2008.019814

International Journal of Electronic Marketing and Retailing, 2008 Vol.2 No.2, pp.135 - 149

Published online: 04 Aug 2008 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article