Title: Understanding mobile advertising acceptance: an integrative approach

Authors: Dilek Sağlık Özçam; Aslı Kuşçu; Uğur Yozgat

Addresses: Department of Business Administration, Yeditepe University, İnönü Mah. Kayışdağı Cad. 26 Ağustos Yerleşimi, 34755 Ataşehir, Istanbul, Turkey ' Department of Management, Boğaziçi University, 34342 Bebek, Istanbul, Turkey ' Department of Management and Organization, Marmara University, Ressam Namık Ismail Sok. No:1 34180, Bahcelievler, Istanbul, Turkey

Abstract: With over 6 billion people having a mobile phone subscription, firms use mobile marketing for various marketing oriented purposes such as delivering promotional offers and conveying personalised advertising messages, providing value generating services, facilitating word of mouth, awarding customer loyalty and collecting feedback. This study proposes a model to predict consumers' mobile advertising acceptance by relating it to various purposely selected consumer- and message-related factors. Moreover, the paper examines the empirical link between acceptance and word-of-mouth. On the basis of survey results from 353 mobile phone users, the authors test the proposed model with SEM and discuss a number of theoretical and managerial recommendations.

Keywords: mobile advertising acceptance; consumer attitudes; word-of-mouth; WOM; structural equation modelling; SEM; mobile communications; mobile phones; cell phones; mobile marketing; consumer acceptance.

DOI: 10.1504/IJMC.2015.070061

International Journal of Mobile Communications, 2015 Vol.13 No.4, pp.376 - 397

Received: 14 May 2013
Accepted: 08 Jun 2014
Published online: 26 Jun 2015 *

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