Gearing up for mobile advertising: A cross-cultural examination of key factors that drive mobile messages home to consumers

Yung Kyun Choi, Jang Sun Hwang, Sally J. McMillan

Research output: Contribution to journalArticlepeer-review

119 Scopus citations

Abstract

Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising form - particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectiveness as well as antecedent variables in the context of 629 Korean and American consumers. Entertainment and credibility were key factors predicting positive attitude and purchase intention among both Koreans and Americans. However, this study found multiple cross-cultural differences - particularly in informativeness, perceived interactivity, and the value of mobile advertising. Theoretical explanations and practical implications are suggested.

Original languageEnglish
Pages (from-to)756-768
Number of pages13
JournalPsychology and Marketing
Volume25
Issue number8
DOIs
StatePublished - Aug 2008

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