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  • Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services

    Author(s)
    Sullivan Mort, Gillian
    Drennan, Judy
    Griffith University Author(s)
    Sullivan Mort, Gillian
    Year published
    2007
    Metadata
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    Abstract
    This article examines the new medium of mobile communications and the factors influencing consumers' use of m-services in that medium. M-services are defined as enhanced information services accessed while mobile. Marketing communications, specifically advertising, can be delivered as an m-service. This research models a system of relationships of the factors affecting use of m-services, finding that involvement and innovativeness, but not self-efficacy, are significant. The article concludes with implications for advertising delivered as an m-service, the identification of the potential for m-services advertising as part ...
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    This article examines the new medium of mobile communications and the factors influencing consumers' use of m-services in that medium. M-services are defined as enhanced information services accessed while mobile. Marketing communications, specifically advertising, can be delivered as an m-service. This research models a system of relationships of the factors affecting use of m-services, finding that involvement and innovativeness, but not self-efficacy, are significant. The article concludes with implications for advertising delivered as an m-service, the identification of the potential for m-services advertising as part of m-commerce, and directions for future research.
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    Journal Title
    Journal of Advertising Research
    Volume
    47
    Issue
    3
    Publisher URI
    http://www.jar.warc.com/
    Subject
    Marketing
    Communication and Media Studies
    Publication URI
    http://hdl.handle.net/10072/18202
    Collection
    • Journal articles

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