{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,27]],"date-time":"2026-02-27T12:36:39Z","timestamp":1772195799010,"version":"3.50.1"},"reference-count":30,"publisher":"International Association of Online Engineering (IAOE)","issue":"04","license":[{"start":{"date-parts":[[2026,2,27]],"date-time":"2026-02-27T00:00:00Z","timestamp":1772150400000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Int. J. Interact. Mob. Technol."],"abstract":"<jats:p>This study investigates the influence of artificial intelligence (AI)-enabled and mobile technologies on consumer attitudes within contemporary mobile marketing. It examines both the direct and indirect effects of mobile technology ubiquity and AI-enabled perceived personalisation on attitudes toward mobile advertising, identifying customer engagement as a key mediating variable. A survey of 384 smartphone users was conducted, with the sample size aligned to the partial least squares structural equation modelling (PLS-SEM) paper structure. Data were analysed using PLS-SEM. The findings indicate that both ubiquity and AI-enabled personalisation have strong, positive effects on customer engagement. Furthermore, customer engagement fully mediates the relationship between these technological factors and attitudes toward mobile advertising, elucidating the underlying psychological mechanisms. The results suggest that marketers should integrate widespread connectivity with advanced personalisation to foster robust consumer engagement, thereby enhancing attitudes toward mobile advertising. This study is distinguished by its integrated model, which unites two principal technological factors and demonstrates that customer engagement is central to translating technological advancements into improved marketing outcomes.<\/jats:p>","DOI":"10.3991\/ijim.v20i04.60107","type":"journal-article","created":{"date-parts":[[2026,2,27]],"date-time":"2026-02-27T11:19:47Z","timestamp":1772191187000},"source":"Crossref","is-referenced-by-count":0,"title":["The Influence of AI Enabled and Mobile Technologies on Next Generation Mobile Marketing"],"prefix":"10.3991","volume":"20","author":[{"family":"Fan Tang","sequence":"first","affiliation":[]}],"member":"2371","published-online":{"date-parts":[[2026,2,27]]},"reference":[{"key":"30631","doi-asserted-by":"crossref","unstructured":"[1] Narang, Unnati, and Venkatesh Shankar. \"Mobile marketing 2.0: State of the art and research agenda.\" Marketing in a digital world (2019): 97-119.","DOI":"10.1108\/S1548-643520190000016008"},{"key":"30633","doi-asserted-by":"crossref","unstructured":"[2] Arachchi, HA Dimuthu Maduranga, and G. 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Venkaiah Babu. \"Artificial Intelligence in the Pocket: Factors Influencing Generation Z's Intention to Use AI-Powered Mobile Banking Applications.\" In 2024 First International Conference on Data, Computation and Communication (ICDCC), pp. 278-283. IEEE, 2024.","DOI":"10.1109\/ICDCC62744.2024.10961558"},{"key":"30657","doi-asserted-by":"crossref","unstructured":"[14] Vetrivel, S. C., V. P. Arun, T. P. Saravanan, and R. Maheswari. \"Harnessing AI for next-generation service marketing.\" In Integrating AI-Driven Technologies Into Service Marketing, pp. 265-298. IGI Global, 2024.","DOI":"10.4018\/979-8-3693-7122-0.ch015"},{"key":"30659","doi-asserted-by":"crossref","unstructured":"[15] Yussaivia, Ambia Masthura, Carol Y. Lub, Moh Edman Syariefc, and Dwi Suhartantod. \"Millennial experience with mobile banking and artificial intelligent (AI)-enabled mobile banking: evidence from Islamic banking.\" INTERNATIONAL JOURNAL OF APPLIED 3, no. 1 (2021): 39-53.","DOI":"10.35313\/ijabr.v3i1.121"},{"key":"30661","doi-asserted-by":"crossref","unstructured":"[16] Suhartanto, Dwi, Moch Edman Syarief, Ade Chandra Nugraha, Tintin Suhaeni, Ambia Masthura, and Hanudin Amin. \"Millennial loyalty towards artificial intelligence-enabled mobile banking: evidence from Indonesian Islamic banks.\" Journal of Islamic Marketing 13, no. 9 (2022): 1958-1972.","DOI":"10.1108\/JIMA-12-2020-0380"},{"key":"30663","doi-asserted-by":"crossref","unstructured":"[17] Grewal, Dhruv, John Hulland, Praveen K. Kopalle, and Elena Karahanna. \"The future of technology and marketing: A multidisciplinary perspective.\" Journal of the Academy of Marketing Science 48, no. 1 (2020): 1-8.","DOI":"10.1007\/s11747-019-00711-4"},{"key":"30665","doi-asserted-by":"crossref","unstructured":"[18] Mittal, Saurabh, and Vikas Kumar. \"A strategic framework for non-intrusive mobile marketing campaigns.\" International Journal of Electronic Marketing and Retailing 13, no. 2 (2022): 190-205.","DOI":"10.1504\/IJEMR.2022.121819"},{"key":"30667","doi-asserted-by":"crossref","unstructured":"[19] Ameen, Nisreen, Sameer Hosany, and Ali Tarhini. \"Consumer interaction with cutting-edge technologies: Implications for future research.\" Computers in Human Behavior 120 (2021): 106761.","DOI":"10.1016\/j.chb.2021.106761"},{"key":"30669","doi-asserted-by":"crossref","unstructured":"[20] Athaide, Gerard A., Jaihyun Jeon, S. P. Raj, K. 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