publication . Article . 2005

Mobile advertising adoption by multinationals

Shintaro Okazaki;
Open Access
  • Published: 01 Jan 2005 Journal: Internet Research, volume 15, pages 160-180 (issn: 1066-2243, Copyright policy)
  • Publisher: Emerald
  • Country: Spain
Abstract
Purpose - Although the wireless internet attracts more and more interest from marketers and researchers, there is little empirical evidence of multinational corporations' (MNCs) adoption of pulltype mobile advertising in global markets. The aim of this study is to fill this research gap, by conducting an empirical survey of the perceptions of MNCs operating in Europe regarding SMSbased mobile advertising adoption. Design/methodology/approach - The study proposes six basic constructs which are thought to influence MNCs' decision-making process on mobile advertising adoption. On this base, a structured questionnaire is developed. The data are obtained by telephone...
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Subjects
free text keywords: Economics and Econometrics, Sociology and Political Science, Communication, Internet, Mobile communication systems, Multinational companies, Spain, Telephony, Economía, Empresa, Multilevel model, The Internet, business.industry, business, Empirical evidence, Economics, Marketing, Advertising, Wireless internet, Mobile advertising, Multinational corporation, Empirical survey, Subsidiary
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