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The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.

The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.

These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

The purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance.

A proposed model of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested using structural equation modelling.

Findings show that entertainment, irritation and usefulness are key drivers of teenagers' attitude toward mobile advertising. Moreover, perceived usefulness reduces irritation. The authors' model also suggests that improving teenagers' attitude toward mobile advertisements is a key factor for teenagers' mobile advertising acceptance.

This research offers practical implications for marketing managers interested in targeting mobile advertising campaigns to teenagers. Marketers should take care of the number and frequency of messages being sent in order to avoid teenagers being irritated by their advertising attempts. Marketers can improve attitude through message personalization, content relevance and enriching the sales messages with entertainment features.

While consumer‐driven factors such as perceived control or trust have deserved a lot of attention, little research has focused on the role of emotions on attitude and behaviour towards mobile advertising. This paper combines the influence of cognitive and affective message‐driven factors on teenagers' attitude and behaviour towards mobile advertising.

The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of non-permission-based nature of advertising practice in Nigeria.

Guided by the theory of reasoned action, data were collected from 389 respondents in a sample survey using a structured questionnaire, and the variables were measured on ordinal scale.

The respondents reported that the mobile advertising is informative; they also strongly agreed that the media is ubiquitous but irritating. Attitude of consumers towards mobile advertising, behavioural control and subjective norm have correlations with acceptance. Irritation and informativeness significantly and positively predicted acceptance of mobile advertising, while credibility and ubiquity predicted acceptance of the technology negatively. Age has a negative relationship with acceptance; both gender (male =1) and tertiary education have a significant relationship with acceptance of mobile advertising just as marital status.

The study focused only on public service mobile consumers in Lagos, Nigeria.

Mobile adverts are ubiquitous in Nigeria, but consumers do not trust or use the adverts, although they consider them informative. The telecomm regulatory body needs to control deployment of mobile technologies for produce and service ads, so that ads will be subject to individual choices and discretion, and thereby reducing the ubiquity and increase the trust consumers have on the strategy.

There is hype that mobile advert has penetrated Nigerian market, but the strategy is not credulous to the people.

There is no study focusing on the acceptance of this ad strategy in the public service sector in Nigeria.

This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.

Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.

The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.

This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.

By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.

This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.

While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.

Massive transformations in mobile communication technologies have forced marketers to recognize and emphasize the factors that influence consumers’ perception of advertising value. This paper aims to explore and rank the various antecedents of advertising value as perceived by consumers to offer meaningful conclusions to marketers on mobile platforms.

Responses were collected from 483 consumers using a shopping mall intercept survey and analyzed using SPSS to confirm reliability, validity and data reduction. The Relative to an Identified Distribution (RIDIT) analysis and Grey Relational Analysis (GRA) methods were then applied to prioritize the scale items of the antecedents of mobile advertising value.

Five antecedents of advertising value were found: credibility, entertainment, informativeness, irritation and message relevance. A priority ranking was allotted to the antecedents’ scale items using the RIDIT analysis and was verified via GRA results with a correlation of 98% between the rankings of the two independent methodologies.

The findings provide a roadmap to determine which antecedents of mobile advertising value have a higher or lower impact on consumers’ overall perceptions of the advertisements they are exposed to on mobile platforms.

This study aims to use first-hand data to prioritize the underlying antecedents of mobile advertising value, which has rarely been done to the best of the authors’ knowledge. It also used two different approaches in a single study to rank the dimensions, thus producing more valid results.

The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the unique characteristics of Asian consumers.

The survey research method has been used to collect data among young mobile users in China and South Korea. A structural equation model (SEM) technique is employed to analyze the data.

The results show that Chinese and South Korean consumers share similar beliefs and attitudes toward mobile advertising. Perceived informational usefulness, perceived entertainment usefulness, perceived ease of ease and credibility emerge as significant belief factors positively influencing attitude in both countries. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of consumers’ intention to use mobile advertising in both countries. The effects of perceived social usefulness on attitude and incentive on intention to use demonstrate different patterns between the Chinese and South Korean samples.

The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility and entertainment values are the keys. Meanwhile, providing relevant information in easy to use format is also an important issue.

Based on the established advertising theories, this study proposes an integrated model to examine how beliefs, attitude and other influencing factors affect mobile advertising effectiveness among Chinese and South Korean consumers. This research provides insights into the uniqueness and effectiveness of the new mobile medium as opposed to traditional media. Furthermore, this study deepens the understanding of advertising hierarchy effects in an international setting by examining similarities and differences between China and South Korea. Most of existing cross-cultural studies choose cultures that are sharply contrast to gain significant findings and to support established cross-cultural theories. It is also very important for researchers to examine cultures that are relatively similar to gain a better understanding of the impact of culture. The study answers such a call.

This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.

Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.

Consumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.

The findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.

This paper fills the research gap on the role of mobility in social media advertising.

The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control.

A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants.

Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension.

Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents.

This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

Although the wireless internet attracts more and more interest from marketers and researchers, there is little empirical evidence of multinational corporations’ (MNCs) adoption of push‐type mobile advertising in global markets. The aim of this study is to fill this research gap, by conducting an empirical survey of the perceptions of MNCs operating in Europe regarding SMS‐based mobile advertising adoption.

The study proposes six basic constructs which are thought to influence MNCs’ decision‐making process on mobile advertising adoption. On this base, a structured questionnaire is developed. The data are obtained by telephone interviews from 53 senior executives of MNCs’ subsidiaries in Spain.

Hierarchical regression analysis reveals that branding strategy, facilitating conditions, and security and costs are the strongest determinants of MNCs’ mobile advertising adoption. Furthermore, discriminant analysis indicates that Japanese, American, and European firms are statistically classifiable according to their cultural affiliation in terms of their perceptions of mobile advertising adoption. Japanese firms are the least willing to use mobile advertising, while their American counterparts are the most motivated in this regard.

While SMS‐based mobile marketing has been receiving an increasing attention from both academics and practitioners, there exists little empirical research on this area. In this vein, this study contributes to the literature in two ways. First, the study proposes a conceptual research model based on six basic constructs, which incorporate both theoretical and practical perspectives. Second, the model is tested by empirical data obtained from top managers of MNCs’ subsidiaries operating in a European market. The findings of this study thus offer useful insights based on their “hands‐on” experience.

The purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.

The data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory variables and responses to mobile advertising campaigns.

The results suggest that women are more active than men in their responses to SMS call‐to‐action campaigns. In addition, the results indicate that mobile advertising is not only for teenagers. For instance, consumers in the 36‐45 age group were most likely to respond to SMS calls‐to‐action in a television program and participate in SMS sweepstakes and other competitions. However, the youngest consumers most actively ordered mobile services using SMS. In addition, it was found that employment status had a substantial impact on consumers' SMS campaign activity.

Self‐report survey data are the bases of the findings discussed in this article. Substantial evidence exists in previous research that many respondents are inaccurate in reporting their own attitudes and past behavior. Thus, additional research relying on, for instance, SMS delivery measures (e.g. number of messages sent, number of replies, and – where an identifiable offer is promoted via mobile phone – the exact purchase rates), should be executed. Such experiments go beyond consumer reports by providing useful estimations of the impact of SMS text advertising based on customer inquiry and actual behavior.

This study clearly demonstrates the prevalence of SMS advertising campaigns and provides important insights into consumers' engagement with SMS advertising activities. Basic demographics such as gender, age, income, and employment status are useful in modeling and predicting consumer behavior in relation to SMS call‐to‐action campaigns. Thus, the findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience.

While building on and maintaining continuity with extant work, this paper provides results that do facilitate research efforts focused on mobile media and aid practitioners in their quest to achieve mobile advertising success.