An empirical study of the drivers of consumer acceptance of mobile advertising

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers.
  

An empirical study of the drivers of consumer acceptance of mobile advertising

Marko Merisavo, Sami Kajalo, Ville Virtanen, Sami Salmenkivi and Mika RaulasHelsinki School of Economics (HSE), Finland

Heikki Karjaluoto and Matti LeppäniemiUniversity of Oulu, Finland

INTRODUCTION

Consumer adoption of digital mobile telecommunications has in most countries been even faster than that of the Internet (Perlado and Barwise 2005). The number of mobile subscriptions worldwide was 2.4 billion by the end of the second quarter of 2006 (GSM Association 2006). According to OECD, there is nearly...

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