Consumer Attitude Toward Mobile Advertising

Felix S K Leung, Christy M K Cheung

    Research output: Chapter in book/report/conference proceedingConference proceeding

    7 Citations (Scopus)


    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 languageEnglish
    Title of host publicationAMCIS 2004 Proceedings
    PublisherAssociation for Information Systems
    Number of pages4
    Publication statusPublished - Aug 2004
    Event10th Americas Conference on Information Systems, AMCIS 2004 - New York, United States
    Duration: 6 Aug 20048 Aug 2004


    Conference10th Americas Conference on Information Systems, AMCIS 2004
    Country/TerritoryUnited States
    CityNew York,
    Internet address

    User-Defined Keywords

    • Consumer Attitude
    • Mobile Advertising
    • Mobile Commerce


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