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  Partner: UNT Libraries
 Department: School of Merchandising and Hospitality Management
 Decade: 2010-2019
 Month: August
 Collection: UNT Theses and Dissertations
Generation Y Attitudes toward Mobile Advertising: Impacts of Modality and Culture

Generation Y Attitudes toward Mobile Advertising: Impacts of Modality and Culture

Date: August 2010
Creator: Koo, Wanmo
Description: Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.
Contributing Partner: UNT Libraries