providing a model for investigating the impact of marketing communications / media on acceptance of mobile advertising

today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. in this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.the aim of this study is to analyze the impact of marketing communications / media on acceptance of mobile advertising. the present study is applicable in terms of goal and descriptive in terms of data acquisition. to evaluate the proposed model and hypotheses, data collection from 400 mobile phone users was carried out in the city of bushehr. for data analysis and model verification, structural equation modeling (sem) and confirmatory factor analysis (cfa) were used, and the relation between the variables in the model based on the results of the path analysis was investigated. the results indicate the positive impact of indices including interaction, credit, entertainment, incentive and informativeness, and the negative impact of resentment on the acceptance of mobile advertising.