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| Author: | Sanayei, A. Mirzaei, A. |
| Title: | An empirical study of consumers' acceptance of wireless advertising (A case study of Iranian mobile device users) |
| Journal: | Journal of international marketing and marketing research
2008 : OCT, VOL. 33:3, p. 115-130 |
| Index terms: | advertising consumer behaviour wireless technology mobile phones case studies Iran |
| Freeterms: | mobile commerce e-commerce |
| Language: | eng |
| Abstract: | This study aims at examining the acceptance (henceforth as: accpt.) of Wireless Advertising Message (WAM) by the mobile device users in a quantitative study. It is shown that also facilitating factors play a significant role. However, the most important factors in accpt. or rejection of WAM are cost factors, particularly social cost. |
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