The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements

Mika Westerlund, Risto Rajala, Tuure Tuunanen and Jari Salo
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Mika Westerlund: Helsinki School of Economics, Finland
Risto Rajala: Helsinki School of Economics, Finland
Tuure Tuunanen: The University of Auckland, New Zealand
Jari Salo: University of Oulu, Finland

International Journal of E-Services and Mobile Applications (IJESMA), 2009, vol. 1, issue 4, 1-15

Abstract: A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:1:y:2009:i:4:p:1-15

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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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