Factors Influencing Mobile Advertising Acceptance: Will Incentives Motivate College Students to Accept Mobile Advertisements?

International Journal of Mobile Marketing (IJMM), 1(1), 50~58. Hanley, M., Becker, M., & Martinsen, J. (2006, 7/June).
This study employs an online survey to validate mobile advertising acceptance factors and the types of incentives needed to motivate college students to accept advertisements on their cell phones. Results showed that college students would consider accepting ads on their cell phones if specific cell phone ad delivery conditions were met or free cell phone products and services or monetary incentives were offered. To obtain a copy of the IJMM visit: http://www.mmaglobal.com/

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