IDEAS home Printed from https://ideas.repec.org/a/ids/ijelfi/v6y2012i2p143-156.html
   My bibliography  Save this article

Exploring antecedents of SMS-based mobile advertising perceptions

Author

Listed:
  • Constantinos K. Coursaris
  • Jieun Sung
  • Sarah J. Swierenga

Abstract

A mobile advertising study conducted with college students evaluated the effect of a mobile advertisement's message length on the receiving mobile user's perceptions of informativeness, entertainment and consequent attitude toward the advertisement, as well as cultural, gender or age differences. A PLS data analysis indicates positive effects of mobile ads' message length on the perceived informativeness and entertainment of the mobile ad, which in turn positively influence both attitude toward the mobile ad and the mobile user's intention to learn more about the advertised brand. The model has high explanatory power. Implications of click through intentions on e-finance are discussed.

Suggested Citation

  • Constantinos K. Coursaris & Jieun Sung & Sarah J. Swierenga, 2012. "Exploring antecedents of SMS-based mobile advertising perceptions," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 6(2), pages 143-156.
  • Handle: RePEc:ids:ijelfi:v:6:y:2012:i:2:p:143-156
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=48464
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijelfi:v:6:y:2012:i:2:p:143-156. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=171 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.