Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Mobile advertising holds strong promises to become the most highly targeted advertising medium offering new ways to target messages to users. By utilizing mobile advertising, companies can run marketing campaigns targeted to tens of thousands of people with a fraction of the costs and time compared to other direct marketing mediums. In order to examine the influencing factors of consumer behaviors in the context of mobile advertising, the study investigates the factors that induce consumers to accept the mobile phone as a means of communicating promotional content. The empirical results validate the Theory of Reasoned Action model confirming the links between attitude-intention, social influence-intention, and identify perceived usefulness as the strongest motive of acceptance of the mobile phone as an innovative medium for advertising content communication. The effect of perceived usefulness on attitude was greater than the effect of the other proposed factors, namely innovativeness, attitude towards advertising in general and subjective norms which were positively and significantly related to attitude toward mobile advertising.
Keywords: Mobile advertising; Theory of Reasoned Action, Consumers' Acceptance, Behavior Intention.
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