A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile dev...

Mobile advertising complements the Internet and interactive television advertising and makes it possible for advertisers to create tailormade campaigns targeting users according to where they are, their needs of the moment and the devices they are using (i.e. contextualized mobile advertising). Therefore, it is necessary that a fully personalized mobile advertising infrastructure be made. In th...

Smartphone advertisement is increasingly used among many applications and allows developers to obtain revenue through in-app advertising. Our study aims at identifying potential security risks of mobile-based advertising services where advertisers are charged for their advertisements on mobile applications. In the Android platform, we particularly implement bot programs that can massively gener...

This paper is about clarifying the meaning of two concepts: mobile advertising and mobile marketing. The aim is to find a term that covers the essential elements of mobile commercial communication, which is sometimes referred to as mobile advertising and at other times as mobile marketing. To clarify the situation, the elements of traditional advertising and marketing are analysed, and compared...

Wireless advertising is becoming a hot topic due to the fast development of wireless networking and technology and significant increase of mobile device users. Recently, eTForecasts and Global Mobile quoted that in year 2000 Mobile voice use, which has 468 million users, is surpassing 365 million wired Internet users. This makes wireless advertising a new and hot marketing channel to reach the ...

information and communication technologies (ict) have offered innovative and cost effective advertising tools for managers. one of such technologies is mobile phone which has enabled a novel marketing channel for companies to directly reach their customers. yet, mobile marketing is still in its infancy and needs deeper investigations. this paper has studied 588 customers’ perception for receivi...

The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...

Using clickstream panel data from an automobile ad campaign conducted on a mobile platform, we investigate the relevance of mobile advertising, the interrelationships between ad content, information search behavior, and advertising response. Temporally, we compare mobile users' search behavior and advertising response before and during a focal campaign event of an automobile show. Spatially, we...

The IAB Mobile Marketing Center of Excellence focuses on driving the growth of mobile marketing, advertising, and media. Under the guidance of a Mobile Board of Directors, we pursue initiatives including the improvement of mobile creative, creating a reliable and accountable measurement regime, smoothing supply chain problems, advocating for the industry in Washington DC, and educating buyers a...

mobile phone technology means that it has become a very efficient tool. the development of tools and reduce its price, makes it all the segments of the from the old to the young do not go out of the house without their cell phone and the most essential tool with which they have. this has caused most organizations and service agencies also offer mobile services based on their. list of the quran,...