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- Title
FACTORS INFLUENCING MOBILE ADVERTISING ACCEPTANCE: WILL INCENTIVES MOTIVATE COLLEGE STUDENTS TO ACCEPT MOBILE ADVERTISEMENTS?
- Authors
Hanley, Michael; Becker, Michael; Martinsen, Jackie
- Abstract
The article discusses the online survey which validates the mobile advertising acceptance factors and the types of incentives needed to motivate college students to accept advertisements on their cellular phones. The result has shown that college students will consider accepting advertisements on their mobile phones if specific delivery conditions are met. The survey has also depicted that many students will accept advertisements if free incentives or services are offered such as ringtones.
- Subjects
SURVEYS; CELL phones; ADVERTISING; STUDENTS; INCENTIVE awards; RING tones
- Publication
International Journal of Mobile Marketing, 2006, Vol 1, Issue 1, p50
- ISSN
1939-1161
- Publication type
Article