Consumer Attitude Toward Mobile Advertising

Felix S K Leung; Christy M K Cheung

Consumer Attitude Toward Mobile Advertising

Research output: Chapter in book/report/conference proceeding › Conference proceeding

7 Citations (Scopus)

Abstract

Delivering relevant information to the right person, at the right time and in the right place is always an idea marketing strategy. With the highly personalized and ubiquitous accessing features of mobile computing, it is expected to have a huge impact on many ways of marketing activities. The technology to deliver a personalized and locationalized advertisement on a mobile device is feasible nowadays. It is easily to understand that if the advertising message is not relevant to customers, the acceptance of mobile advertising declines quickly. This is the reason why this paper describes a research project in progress that studies the mobile advertising effectiveness through examining consumer attitude toward mobile advertising. This research is expected to present important implications for both practitioners and researchers.

Original language	English
Title of host publication	AMCIS 2004 Proceedings
Publisher	Association for Information Systems
Pages	2772-2775
Number of pages	4
Publication status	Published - Aug 2004
Event	10th Americas Conference on Information Systems, AMCIS 2004 - New York, United States Duration: 6 Aug 2004 → 8 Aug 2004 https://aisel.aisnet.org/amcis2004/

Conference

Conference	10th Americas Conference on Information Systems, AMCIS 2004
Country/Territory	United States
City	New York,
Period	6/08/04 → 8/08/04
Internet address	https://aisel.aisnet.org/amcis2004/

User-Defined Keywords

Consumer Attitude
Mobile Advertising
Mobile Commerce

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@inproceedings{dbafce22a9c14695bf28fb56860027b5,

title = "Consumer Attitude Toward Mobile Advertising",

abstract = "Delivering relevant information to the right person, at the right time and in the right place is always an idea marketing strategy. With the highly personalized and ubiquitous accessing features of mobile computing, it is expected to have a huge impact on many ways of marketing activities. The technology to deliver a personalized and locationalized advertisement on a mobile device is feasible nowadays. It is easily to understand that if the advertising message is not relevant to customers, the acceptance of mobile advertising declines quickly. This is the reason why this paper describes a research project in progress that studies the mobile advertising effectiveness through examining consumer attitude toward mobile advertising. This research is expected to present important implications for both practitioners and researchers.",

keywords = "Consumer Attitude, Mobile Advertising, Mobile Commerce",

author = "Leung, {Felix S K} and Cheung, {Christy M K}",

year = "2004",

month = aug,

language = "English",

pages = "2772--2775",

booktitle = "AMCIS 2004 Proceedings",

publisher = "Association for Information Systems",

address = "United States",

note = "10th Americas Conference on Information Systems, AMCIS 2004 ; Conference date: 06-08-2004 Through 08-08-2004",

url = "https://aisel.aisnet.org/amcis2004/",

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T1 - Consumer Attitude Toward Mobile Advertising

AU - Leung, Felix S K

AU - Cheung, Christy M K

PY - 2004/8

Y1 - 2004/8

N2 - Delivering relevant information to the right person, at the right time and in the right place is always an idea marketing strategy. With the highly personalized and ubiquitous accessing features of mobile computing, it is expected to have a huge impact on many ways of marketing activities. The technology to deliver a personalized and locationalized advertisement on a mobile device is feasible nowadays. It is easily to understand that if the advertising message is not relevant to customers, the acceptance of mobile advertising declines quickly. This is the reason why this paper describes a research project in progress that studies the mobile advertising effectiveness through examining consumer attitude toward mobile advertising. This research is expected to present important implications for both practitioners and researchers.

AB - Delivering relevant information to the right person, at the right time and in the right place is always an idea marketing strategy. With the highly personalized and ubiquitous accessing features of mobile computing, it is expected to have a huge impact on many ways of marketing activities. The technology to deliver a personalized and locationalized advertisement on a mobile device is feasible nowadays. It is easily to understand that if the advertising message is not relevant to customers, the acceptance of mobile advertising declines quickly. This is the reason why this paper describes a research project in progress that studies the mobile advertising effectiveness through examining consumer attitude toward mobile advertising. This research is expected to present important implications for both practitioners and researchers.

KW - Consumer Attitude

KW - Mobile Advertising

KW - Mobile Commerce

M3 - Conference proceeding

SP - 2772

EP - 2775

BT - AMCIS 2004 Proceedings

PB - Association for Information Systems

T2 - 10th Americas Conference on Information Systems, AMCIS 2004

Y2 - 6 August 2004 through 8 August 2004

ER -

Consumer Attitude Toward Mobile Advertising

Abstract

Conference

User-Defined Keywords

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