An advanced model of consumer attitudes toward advertising on the mobile internet

Parissa Haghirian, Akihiro Inoue

Research output: Contribution to journalArticlepeer-review

54 Citations (Scopus)


Advertising on the mobile internet is considered as an influential new marketing channel in the new future. So far technological limitations inhibit its optimised usage in Europe and the US, whereas in Japan constant access to the internet via mobile devices is already a reality. This paper therefore discusses the relevance of advertising on the mobile internet as a marketing tool and investigates antecedents of Japanese consumer attitudes toward this new advertising channel. The analysis is based on a Japanese consumer survey. The results indicate that informativeness and credibility of the advertising message have the greatest impact on consumers' attitude towards advertising on the mobile internet.

Original languageEnglish
Pages (from-to)48-67
Number of pages20
JournalInternational Journal of Mobile Communications
Issue number1
Publication statusPublished - 2007


  • Consumer attitudes toward mobile advertising
  • Japanese consumer behaviour
  • Mobile advertising
  • Mobile marketing
  • Structural equation model
  • Value of mobile advertising

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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