An Empirical Study of Factors Affecting Use of Mobile Advertising
Ramin Vatanparast and Ali Hasan Butt
Abstract:
The heightened interest toward mobile advertising recently observed among academic and industry circles has led to the need for the formulation of a simple yet comprehensive conceptual framework to ascertain the key factors affecting the use and potency of current as well as future endeavors in the realm of mobile advertising. A number of attempts have been made by the academia as well as industry practitioners to lay out an intuitive conceptual model to analyze this exciting and innovative field of...