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dc.contributor.authorSullivan Mort, Gillianen_US
dc.contributor.authorDrennan, Judyen_US
dc.contributor.editorJoseph Plummeren_US
dc.date.accessioned2017-05-03T11:41:01Z
dc.date.available2017-05-03T11:41:01Z
dc.date.issued2007en_US
dc.date.modified2010-08-30T07:01:41Z
dc.identifier.issn00218499en_US
dc.identifier.urihttp://hdl.handle.net/10072/18202
dc.description.abstractThis 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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherWorld Advertising Research Centreen_US
dc.publisher.placeHenley on Thamesen_US
dc.publisher.urihttp://www.jar.warc.com/en_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom302en_US
dc.relation.ispartofpageto312en_US
dc.relation.ispartofissue3en_US
dc.relation.ispartofjournalJournal of Advertising Researchen_US
dc.relation.ispartofvolume47en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleMobile Communications: A Study of Factors Influencing Consumer Use of m-Servicesen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2007
gro.hasfulltextNo Full Text
gro.griffith.authorSullivan Mort, Gillian


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