Westerlund, Mika; Rajala, Risto; Tuunanen, Tuure; Salo, Jari - In: International Journal of E-Services and Mobile … 1 (2009) 4, pp. 1-15
that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in … advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a … modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising …