Consumer Attitudes Toward Mobile Advertising: An Empirical Study

By Melody M. Tsang, Shuchun Ho, Ting-Peng Liang. International Journal of Electronic Commerce, 2004

1,233 citations recorded by the source corpus.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8adb138968d0c9fb3ae19dde4d402b4cdbc4cb59

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Citations in the corpus

Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults (2011, background): “advertisements and that intention affects consumer behaviors significantly [3].”
Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach (2019, background): “‘Advertisements with an incentive provide specific financial rewards to individuals who agree to receive an advertisement’ (Tsang et al., 2004).”
Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization (2019, methodology): “Entertainment of advertisements was measured using three items adapted from Tsang et al. (2004) and Xu (2006).”
A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them (2015, background): “Tsang, Ho, and Liang (2004) demonstrated that advertisements that are received with permission are evaluated more positively than advertisements that are received without permission (e.g., spam).”
Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market (2021, background): “A number of studies regard credibility as a major component of advertising value (Saadeghvaziri & Hosseini, 2011; Tsang et al., 2004).”
Personalized ads on Facebook: An effective marketing tool for online marketers (2017, background): “Personalized advertising through mobile phones does not have a positive effect either if the message is sent to customers without permission (Tsang et al., 2004) because they feel their privacy is possibly threatened.”