A Conceptual Model of User Adoption of Mobile Advertising

Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. Researches show that the success of this new advertising channel depends on the consumers' attitude towards mobile advertising. The purpose of the study is to present a conceptual model of user adoption of mobile advertising. The model identifies factors that may potentially influence an individual's decision whether to accept mobile advertising. In this paper four mobile advertising specific antecedents and two individual-specific antecedents are proposed because they may potentially explicate the variance of consumers' perceptions of mobile advertising. In addition, permission and incentives lead to more positive influence on consumer intentions to receive and read mobile advertisement.