Determinants of Mobile Advertising Adoption: A Cross-Country Comparison of India and Syria
Mohammed Naved Khan and Kamaal Allil
Abstract:
The ubiquity of mobile phones is creating new opportunities for marketers. However, the factors that induce consumers to accept and adopt mobile phones as an advertising medium are not yet fully understood across cultures and countries. In this backdrop, the present research investigated the factors that affect intention to adopt mobile advertising in India and Syria. Using a convenience sampling technique, an undisguised structured questionnaire was administered to 1,200 students enrolled in business schools located in and around the...