Oct 22, 2024 · A new model for investigating consumers' behavioral intention in mobile advertising is developed and related to mobile marketing theory and ...
The results suggest that attractive content and trust in advertisers are key predictors of mobile device users' behavioral intention towards mobile advertising.
Behavioral Intention, Consumer Acceptance, Mobile Advertisement, Trust ... the content of marketing messages significantly influence the behavioral intentions ...
The results suggest that attractive content and trust in advertisers are key predictors of mobile device users' behavioral intention towards mobile advertising.
The ultimate aim is to study the impact of the attitude toward mobile banking on intention to use and adoption to mobile banking. The Present study is a survey ...
Abstract: A new model for investigating consumers' behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice.
Westerlund, M., Rajala, R., Tuunanen, T., & Salo, J. (2009). The influence of content and trust on consumers' intention to accept mobile advertisements.
Results indicate that user's trust, entertainment, informativeness and ground determine 54% of changes in attitude toward accepting mobile advertisement.
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The results suggest that attractive content and trust in advertisers are key predictors of mobile device users' behavioral intention towards mobile advertising.
The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements by Mika Westerlund, Risto Rajala, Tuure Tuunanen, Jari.