Year: 2004
Type: article
Abstract: Delivering relevant information to the right person, at the right time and in the right place is always an idea marketing strategy.With the highly personalized and ubiquitous accessing features of mobile computing, it is expected to have a huge impact on many ways of marketing activities.The technology to deliver a personalized and locationalized advertisement on a mobile device is feasible nowadays.It is easily to understand that if the advertising message is not relevant to customers, the acceptance of mobile advertising declines quickly.This is the reason why this paper describes a research project in progress that studies the mobile advertising effectiveness through examining consumer attitude toward mobile advertising.This research is expected to present important implications for both practitioners and researchers.
Authors: Felix W. Leung, Christy M.K. Cheung
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1546132168