{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,10]],"date-time":"2026-06-10T15:35:59Z","timestamp":1781105759284,"version":"3.54.1"},"reference-count":52,"publisher":"IGI Global Scientific Publishing","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2013,10,1]]},"abstract":"<p>This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers\u2019 intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.<\/p>","DOI":"10.4018\/jeco.2013100101","type":"journal-article","created":{"date-parts":[[2014,1,8]],"date-time":"2014-01-08T08:18:56Z","timestamp":1389169136000},"page":"1-18","source":"Crossref","is-referenced-by-count":0,"title":["Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence"],"prefix":"10.4018","volume":"11","author":[{"given":"G\u00f6zem","family":"G\u00fc\u00e7eri-U\u00e7ar","sequence":"first","affiliation":[{"name":"Department of Management, Bogazici University, Istanbul, Turkey"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"issue":"1","key":"jeco.2013100101-0","first-page":"43","article-title":"Value creation in mobile commerce: Findings from a consumer survey.","volume":"4","author":"B.Anckar","year":"2002","journal-title":"Journal of Information Technology Theory and Application"},{"key":"jeco.2013100101-1","doi-asserted-by":"publisher","DOI":"10.1177\/009207002236910"},{"key":"jeco.2013100101-2","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1080\/02650487.2002.11104939","article-title":"Wireless digital advertising: Nature and implications.","volume":"21","author":"S. J.Barnes","year":"2002","journal-title":"International Journal of Advertising"},{"key":"jeco.2013100101-3","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.51.6.1173"},{"key":"jeco.2013100101-4","doi-asserted-by":"publisher","DOI":"10.1002\/dir.10000"},{"key":"jeco.2013100101-5","doi-asserted-by":"publisher","DOI":"10.1002\/asi.10286"},{"key":"jeco.2013100101-6","doi-asserted-by":"publisher","DOI":"10.1086\/209118"},{"key":"jeco.2013100101-7","unstructured":"Brown, M. (2012). AdReaction 2012 \u2013 Global report. Retrieved May 21, 2013, from http:\/\/www.millwardbrown.com\/Sites\/Changing_Channels\/AdReaction.aspx"},{"key":"jeco.2013100101-8","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-8276.2008.01242.x"},{"key":"jeco.2013100101-9","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2011.08.011"},{"key":"jeco.2013100101-10","doi-asserted-by":"publisher","DOI":"10.1108\/10662240810883335"},{"issue":"2","key":"jeco.2013100101-11","doi-asserted-by":"crossref","first-page":"133","DOI":"10.54155\/jbs.18.2.133-148","article-title":"Emerging value propositions for M-commerce.","volume":"18","author":"I.Clarke","year":"2001","journal-title":"The Journal of Business Strategy"},{"key":"jeco.2013100101-12","doi-asserted-by":"crossref","unstructured":"De Kerckhove, A. (2002). Building brand dialogue with mobile marketing. Advertising & Marketing to Children, 37-42.","DOI":"10.1108\/17473610210813600"},{"key":"jeco.2013100101-13","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(02)00427-7"},{"key":"jeco.2013100101-14","author":"M.Fishbein","year":"1975","journal-title":"Belief, attitude, intention, and behavior: An introduction to theory and research"},{"key":"jeco.2013100101-15","doi-asserted-by":"publisher","DOI":"10.1201\/1078\/44118.21.2.20040301\/80422.8"},{"key":"jeco.2013100101-16","doi-asserted-by":"publisher","DOI":"10.4018\/jthi.2010040102"},{"key":"jeco.2013100101-17","author":"S.Godin","year":"1999","journal-title":"Permission marketing: Turning strangers into friends, and friends into customers"},{"issue":"2","key":"jeco.2013100101-18","doi-asserted-by":"crossref","first-page":"67","DOI":"10.28945\/579","article-title":"Relevance: An interdisciplinary and information science perspective.","volume":"3","author":"H.Greisdorf","year":"2000","journal-title":"Informing Science"},{"key":"jeco.2013100101-19","doi-asserted-by":"publisher","DOI":"10.1504\/IJMC.2007.011489"},{"key":"jeco.2013100101-20","author":"J. F.Hair","year":"2010","journal-title":"Multivariate data analysis: A global perspective"},{"key":"jeco.2013100101-21","author":"D.Iacobucci","year":"2010","journal-title":"Marketing research: Methodological foundation"},{"key":"jeco.2013100101-22","doi-asserted-by":"publisher","DOI":"10.1016\/S0166-4972(02)00120-7"},{"issue":"1","key":"jeco.2013100101-23","first-page":"3","article-title":"The consumption of mobile services by Australian University students.","volume":"1","author":"R.Lee","year":"2005","journal-title":"International Journal of Mobile Marketing"},{"key":"jeco.2013100101-24","author":"J.Leskovec","year":"2007","journal-title":"The dynamics of viral marketing. ACM Transactions on the Web, 1(1), Article 5"},{"key":"jeco.2013100101-25","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.07.002"},{"key":"jeco.2013100101-26","doi-asserted-by":"publisher","DOI":"10.1108\/03090569910249247"},{"key":"jeco.2013100101-27","unstructured":"MMA (Mobile Marketing Association). Global (2011). MMA global case studies. Retrieved May 13, 2011, from http:\/\/mmaglobal.com\/resources\/case-studies"},{"key":"jeco.2013100101-28","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jdm.3240090"},{"issue":"1","key":"jeco.2013100101-29","first-page":"19","article-title":"Breaking free from \u2018DOTCOM THINKING\u2019 in a mobile world.","volume":"3","author":"P.Nerger","year":"2008","journal-title":"International Journal of Mobile Marketing"},{"key":"jeco.2013100101-30","doi-asserted-by":"publisher","DOI":"10.1177\/0092070305276149"},{"issue":"4","key":"jeco.2013100101-31","doi-asserted-by":"crossref","first-page":"429","DOI":"10.1080\/02650487.2004.11072894","article-title":"How do Japanese consumers perceive wireless ads? A multivariate analysis.","volume":"23","author":"S.Okazaki","year":"2004","journal-title":"International Journal of Advertising"},{"key":"jeco.2013100101-32","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849909090102"},{"key":"jeco.2013100101-33","doi-asserted-by":"publisher","DOI":"10.1057\/jit.2008.37"},{"key":"jeco.2013100101-34","doi-asserted-by":"publisher","DOI":"10.1080\/01449290600958882"},{"key":"jeco.2013100101-35","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jt.5740158"},{"issue":"1","key":"jeco.2013100101-36","first-page":"4","article-title":"An exploratory cross-market study of mobile marketing acceptance.","volume":"1","author":"A. J.Rohm","year":"2006","journal-title":"International Journal of Mobile Marketing"},{"key":"jeco.2013100101-37","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2004.10.006"},{"key":"jeco.2013100101-38","author":"C.Shapiro","year":"1999","journal-title":"Information rules: A strategic guide to the network economy"},{"key":"jeco.2013100101-39","doi-asserted-by":"publisher","DOI":"10.1002\/1097-4571(2000)9999:9999<::AID-ASI1564>3.0.CO;2-L"},{"key":"jeco.2013100101-40","doi-asserted-by":"publisher","DOI":"10.1080\/09652540903511308"},{"issue":"3","key":"jeco.2013100101-41","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1080\/10864415.2004.11044301","article-title":"Consumer attitudes toward mobile advertising: An empirical study.","volume":"8","author":"M. M.Tsang","year":"2004","journal-title":"International Journal of Electronic Commerce"},{"key":"jeco.2013100101-42","unstructured":"Varnali, K. (2010). Exploring drivers of success in push-type mobile marketing. Unpublished doctoral dissertation, Bogazici University, Istanbul, Turkey."},{"key":"jeco.2013100101-43","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2009.08.009"},{"key":"jeco.2013100101-44","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2012.08.002"},{"key":"jeco.2013100101-45","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.46.2.186.11926"},{"key":"jeco.2013100101-46","doi-asserted-by":"publisher","DOI":"10.1111\/j.1365-2575.2006.00213.x"},{"issue":"2","key":"jeco.2013100101-47","first-page":"9","article-title":"The influence of personalization in affecting consumer attitudes toward mobile advertising in China.","volume":"47","author":"D. J.Xu","year":"2006","journal-title":"Journal of Computer Information Systems"},{"key":"jeco.2013100101-48","doi-asserted-by":"publisher","DOI":"10.1002\/asi.20826"},{"key":"jeco.2013100101-49","doi-asserted-by":"publisher","DOI":"10.1086\/208520"},{"key":"jeco.2013100101-50","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.1943.10673459"},{"key":"jeco.2013100101-51","unstructured":"Zoller, E., Housen, V. L., & Matthews, J. (2001). Wireless internet business models: Global perspective, regional focus. OVUM 2001 Report (pp. 1-64)."}],"container-title":["Journal of Electronic Commerce in Organizations"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=98548","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T20:18:23Z","timestamp":1654114703000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/jeco.2013100101"}},"subtitle":[""],"short-title":[],"issued":{"date-parts":[[2013,10,1]]},"references-count":52,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2013,10]]}},"URL":"https:\/\/doi.org\/10.4018\/jeco.2013100101","relation":{},"ISSN":["1539-2937","1539-2929"],"issn-type":[{"value":"1539-2937","type":"print"},{"value":"1539-2929","type":"electronic"}],"subject":[],"published":{"date-parts":[[2013,10,1]]}}}