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Gearing up for mobile advertising: A cross-cultural examination of key factors that drive mobile messages home to consumers

Psychology & marketing, 2008-08, Vol.25 (8), p.756-768 [Peer Reviewed Journal]

2008 Wiley Periodicals, Inc. ;Copyright Wiley Periodicals Inc. Aug 2008 ;ISSN: 0742-6046 ;EISSN: 1520-6793 ;DOI: 10.1002/mar.20237

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  • Title:
    Gearing up for mobile advertising: A cross-cultural examination of key factors that drive mobile messages home to consumers
  • Author: Choi, Yung Kyun ; Hwang, Jang-Sun ; McMillan, Sally J.
  • Subjects: Consumer attitudes ; Cross cultural studies ; Cultural differences ; Market statistics ; Mobile advertising ; Perceptions
  • Is Part Of: Psychology & marketing, 2008-08, Vol.25 (8), p.756-768
  • Description: Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising form—particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectiveness as well as antecedent variables in the context of 629 Korean and American consumers. Entertainment and credibility were key factors predicting positive attitude and purchase intention among both Koreans and Americans. However, this study found multiple cross‐cultural differences—particularly in informativeness, perceived interactivity, and the value of mobile advertising. Theoretical explanations and practical implications are suggested. © 2008 Wiley Periodicals, Inc.
  • Publisher: Hoboken: Wiley Subscription Services, Inc., A Wiley Company
  • Language: English
  • Identifier: ISSN: 0742-6046
    EISSN: 1520-6793
    DOI: 10.1002/mar.20237
  • Source: Alma/SFX Local Collection
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