Mobile advertising avoidance: exploring the role of ubiquity

2012 | Electronic Markets | Citations: 12

Authors: Okazaki, Shintaro; Molina, Francisco José; Hirose, Morikazu

Abstract: Drawing upon prior research on Internet information privacy concerns, this study ... Expand

Abstract: Drawing upon prior research on Internet information privacy concerns, this study examines the effects of perceived ubiquity on consumers’ acceptance of mobile advertising. We postulate that, due to increasing unethical information practice, ubiquity can be perceived both positively and negatively, exercising complex effects on trust, risk, attitude, and intention to delete the ad. With 510 Japanese general consumers, our findings indicate that perceived ubiquity significantly strengthens trust and attitude toward the ad, while none of the negative effects are confirmed. Perceived ubiquity is therefore generally accepted as a favorable utility of mobile communication, leading to more likely acceptance of the ad it delivers. In closing, theoretical and managerial implications are discussed, and important limitations are recognized. Collapse

Topics: information privacy concern mobile system mobile advertising internet technology privacy

Methods: SEM tool data transformation factor analysis statistical hypothesis test literature study

Whither Wireless? Future Directions in Mobility

2008 | Communications of the Association for Information Systems | Citations: 7

Authors: Nickerson, Robert C.

Abstract: Wireless technology, including mobile phones, WiFi-enabled laptops, and Bluetoot ... Expand

Abstract: Wireless technology, including mobile phones, WiFi-enabled laptops, and Bluetooth-connected devices, has become entrenched in today’s society, and we can expect this technology and its mobile applications to continue to evolve in the future. But what direction will this evolution take? The purpose of this paper is to look into the future and forecast where wireless is heading, recognizing full well that making such forecasts is fraught with danger. This paper first places the rise of wireless in an historical context relative to other important information technologies of the past. It then reviews mobile issues first presented in 2002 and examines where these issues stand today. The paper next looks at other views about the future of wireless. With this background the paper makes six forecasts about the future of wireless networks, mobile phones, wireless communications standards, wireless security, ultimate commerce, and the wireless market. Drawing on these forecasts, the paper describes several research questions that could yield valuable results in the wireless arena. The paper concludes with one final forecast. Collapse

Topics: mobile system mobile application mobile phone wireless computer network privacy

Cross-cultural consumer perceptions of advertising via mobile devices – some evidence from Europe and Japan

2006 | European Conference On Information Systems | Citations: 0

Authors: Haghirian, P; Madlberger, Maria

Abstract: Mobile devices allow constant access to the World Wide Web without time and loca ... Expand

Abstract: Mobile devices allow constant access to the World Wide Web without time and location barriers and present new challenges for marketers and an array of research questions for marketing researchers. The topic of mobile advertising is of special interest for companies as it enables communication with customers in unprecedented ways. As mobile technologies are being increasingly adopted on a worldwide basis, international m-advertising becomes an issue of growing importance. This paper therefore presents first cross-cultural evidence of individuals’ perceptions of mobile advertising. The analysis is based on a survey of business students in two respective markets, Japan and Austria. Findings of this study show that people are still skeptical about mobile advertising. However, there are slight differences in perceptions between Japan and Austria. Japanese respondents perceive madvertising as more entertaining and valuable. Despite the fact that they are more frequently exposed to mobile advertising messages, they also show a more positive attitude toward it. Implications for practitioners as well as for future research are suggested based on these findings. Collapse

Topics: advertising management mobile system mobile advertising cross cultural research mobile phone

Methods: survey multivariate analysis of variance cross sectional research literature study survey design