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What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets

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  • Vilasini De Silva
  • Jun Yan

Abstract

Mobile phone heavily penetrates into the consumers¡¯ eventful routine and assists their shopping immensely. Marketing managers confront the query of conveyance of effectual information about products quiet often. Realizing the key dynamics of attitudes and acceptance of m-ads is crucial in designing the customized marketing message. The article attempts to give an overview on determinants of consumers¡¯ attitude and acceptance of m-ads from the existing body of knowledge. Trust and credibility is recognized as sender¡¯s characteristic that should be maintained by managers. Informativeness, entertainment, perceived ease of use and incentives are grouped into m-ads characteristics that managers should pay much attention in designing the message. And, Managers should ponder the features of target audience as well in creating the message. i.e., perceived intrusiveness, perceived usefulness, personalization and perceived control. Therefore, article is expedient in both academia and industry in emerging markets in terms of discovering elements that shape consumers¡¯ attitudes and acceptance of mobile advertising.

Suggested Citation

  • Vilasini De Silva & Jun Yan, 2017. "What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 160-174, April.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:160-174
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    References listed on IDEAS

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    1. Chen, Peng-Ting & Cheng, Joe Z. & Yu, Ya-Wen & Ju, Pei-Hung, 2014. "Mobile advertising setting analysis and its strategic implications," Technology in Society, Elsevier, vol. 39(C), pages 129-141.
    2. Dholakia, Ruby Roy & Dholakia, Nikhilesh, 2004. "Mobility and markets: emerging outlines of m-commerce," Journal of Business Research, Elsevier, vol. 57(12), pages 1391-1396, December.
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    Cited by:

    1. Kurtz, Oliver T. & Wirtz, Bernd W. & Langer, Paul F., 2021. "An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 69-85.

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    More about this item

    Keywords

    mobile advertising; determinants; attitudes; acceptance;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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