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The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements

Author

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  • Mika Westerlund

    (Helsinki School of Economics, Finland)

  • Risto Rajala

    (Helsinki School of Economics, Finland)

  • Tuure Tuunanen

    (The University of Auckland, New Zealand)

  • Jari Salo

    (University of Oulu, Finland)

Abstract

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 device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

Suggested Citation

  • Mika Westerlund & Risto Rajala & Tuure Tuunanen & Jari Salo, 2009. "The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 1(4), pages 1-15, October.
    • Handle: RePEc:igg:jesma0:v:1:y:2009:i:4:p:1-15
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    Cited by:

    1. Jari Salo, 2015. "Mobile Game Advertising Recall in Pre- and Post-Game Experience," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 261-273, July.

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