publication . Article . Other literature type . 2012

Determinants of consumer perceptions toward mobile advertising ? A comparison between Japan and Austria

Sinkovics, Noemi; Liu, Chia Ling Eunice; Sinkovics, Rudolf R.; Pezderka, Noemi; Haghirian, Parissa;
Open Access English
  • Published: 01 Feb 2012
  • Country: Switzerland
Abstract
Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese cus...
Subjects
free text keywords: Consumer perception, E-advertising, M-marketing, Mobile advertising, /dk/atira/pure/subjectarea/asjc/1400/1403, Business and International Management, /dk/atira/pure/subjectarea/asjc/1400/1406, Marketing, Credibility, Online advertising, business.industry, business, Marketing mix modeling, Public relations, Advertising, Advertising research, Compensation methods, Mobile device, Advertising account executive, Advertising campaign
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publication . Article . Other literature type . 2012

Determinants of consumer perceptions toward mobile advertising ? A comparison between Japan and Austria

Sinkovics, Noemi; Liu, Chia Ling Eunice; Sinkovics, Rudolf R.; Pezderka, Noemi; Haghirian, Parissa;