A relook at the mobile advertising landscape: What are the new consumer expectations in the retailing industry?

摘要: Following the rapid proliferation of mobile devices and the phenomenal advancements in mobile commerce, mobile advertising has since overtaken traditional advertising and seized the lead as the primary advertising channel for businesses. This research seeks to unveil the salient factors that affect the efficacy of mobile advertising in driving purchase intention by expanding the Web Advertising Model to include additional mobile advertising attributes (ie, credibility and incentive) while considering the role of brand attitude in the process. A cross …