{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,18]],"date-time":"2026-06-18T22:38:56Z","timestamp":1781822336610,"version":"3.54.5"},"reference-count":52,"publisher":"IGI Global Scientific Publishing","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2009,10,1]]},"abstract":"<p>A new model for investigating consumers\u2019 behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers\u2019 acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users\u2019 behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein\u2019s behavioral intention model and its application in the research on advertising effectiveness.<\/p>","DOI":"10.4018\/jesma.2009070801","type":"journal-article","created":{"date-parts":[[2010,4,30]],"date-time":"2010-04-30T09:09:47Z","timestamp":1272618587000},"page":"1-15","source":"Crossref","is-referenced-by-count":6,"title":["The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements"],"prefix":"10.4018","volume":"1","author":[{"given":"Mika","family":"Westerlund","sequence":"first","affiliation":[{"name":"Helsinki School of Economics, Finland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Risto","family":"Rajala","sequence":"additional","affiliation":[{"name":"Helsinki School of Economics, Finland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tuure","family":"Tuunanen","sequence":"additional","affiliation":[{"name":"The University of Auckland, New Zealand"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jari","family":"Salo","sequence":"additional","affiliation":[{"name":"University of Oulu, Finland"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jesma.2009070801-0","doi-asserted-by":"publisher","DOI":"10.1108\/14636680310471280"},{"key":"jesma.2009070801-1","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"jesma.2009070801-2","unstructured":"Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. New Jersey: Englewood Cliffs."},{"key":"jesma.2009070801-3","first-page":"285","article-title":"The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration.","volume":"2","author":"D.Barclay","year":"1995","journal-title":"Technology Studies"},{"key":"jesma.2009070801-4","doi-asserted-by":"publisher","DOI":"10.1002\/dir.10000"},{"issue":"3","key":"jesma.2009070801-5","first-page":"181","article-title":"Driving Consumer Acceptance of Mobile Marketing: a Theoretical Framework and Empirical Study.","volume":"6","author":"H. H.Bauer","year":"2005","journal-title":"Journal of Electronic Commerce Research"},{"key":"jesma.2009070801-6","doi-asserted-by":"crossref","unstructured":"Carroll, A., Barnes, S. J., & Scornavacca, E. (2005). Consumer Perceptions and Attitudes Towards Mobile Marketing. In S. Barnes (Ed.), Unwired Business: Cases in Mobile Business (p.109). Hershey, PA, USA: IRM Press.","DOI":"10.4018\/978-1-59140-664-8.ch008"},{"key":"jesma.2009070801-7","unstructured":"Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In Marcoulides, G.A. (Ed.), Modern Methods for Business Research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum."},{"key":"jesma.2009070801-8","doi-asserted-by":"publisher","DOI":"10.1287\/isre.14.2.189.16018"},{"issue":"1","key":"jesma.2009070801-9","article-title":"Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Advertisements.","volume":"3","author":"S. M.Choi","year":"2002","journal-title":"Journal of Interactive Advertising"},{"key":"jesma.2009070801-10","unstructured":"Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates."},{"key":"jesma.2009070801-11","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.35.8.982"},{"key":"jesma.2009070801-12","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2008.01.009"},{"key":"jesma.2009070801-13","doi-asserted-by":"crossref","unstructured":"Diamantopoulos, A., & Siguaw, J. (2000). Introducing Lisrel: A Guide for the Uninitiated. London: Sage.","DOI":"10.4135\/9781849209359"},{"issue":"2","key":"jesma.2009070801-14","doi-asserted-by":"crossref","DOI":"10.1080\/15252019.2007.10722128","article-title":"Determinants of Effective SMS Advertising: An Experimental Study.","volume":"7","author":"D.Drossos","year":"2007","journal-title":"Journal of Interactive Advertising"},{"issue":"5","key":"jesma.2009070801-15","first-page":"21","article-title":"Advertising value and advertising on the Web.","volume":"36","author":"R. H.Ducoffe","year":"1996","journal-title":"Journal of Advertising Research"},{"issue":"4","key":"jesma.2009070801-16","doi-asserted-by":"crossref","DOI":"10.1111\/j.1083-6101.2001.tb00126.x","article-title":"Credibility Assessments of Online Health Information: The Effects of Source Expertise and Knowledge of Content.","volume":"6","author":"M. S.Eastin","year":"2001","journal-title":"Journal of Computer-Mediated Communication"},{"key":"jesma.2009070801-17","unstructured":"European Commission. (2008a). Towards a Single European Telecoms Market: Focus on Finland, Information Society and Media report. Retrieved March 27, 2009, from http:\/\/ec.europa.eu\/information_society\/tl\/research\/"},{"key":"jesma.2009070801-18","unstructured":"European Commission. (2008b). Towards a Single European Telecoms Market: Focus on the Netherlands, Information Society and Media report. Retrieved March 27, 2009, from http:\/\/ec.europa.eu\/information_society\/tl\/research\/"},{"key":"jesma.2009070801-19","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849907070043"},{"key":"jesma.2009070801-20","unstructured":"Fishbein, M., & Azjen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley."},{"key":"jesma.2009070801-21","doi-asserted-by":"publisher","DOI":"10.2307\/3151312"},{"key":"jesma.2009070801-22","doi-asserted-by":"publisher","DOI":"10.1504\/IJMC.2006.008194"},{"key":"jesma.2009070801-23","doi-asserted-by":"publisher","DOI":"10.1207\/s15328031us0304_4"},{"key":"jesma.2009070801-24","doi-asserted-by":"publisher","DOI":"10.1504\/IJMC.2007.014177"},{"key":"jesma.2009070801-25","doi-asserted-by":"publisher","DOI":"10.2307\/3172553"},{"key":"jesma.2009070801-26","doi-asserted-by":"publisher","DOI":"10.1002\/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7"},{"key":"jesma.2009070801-27","doi-asserted-by":"publisher","DOI":"10.1086\/376806"},{"key":"jesma.2009070801-28","first-page":"9","article-title":"The Influence of Personalization in Affecting Consumer Attitudes Toward Mobile Advertising in China.","volume":"\u25aa\u25aa\u25aa","author":"D.Jingjun Xu","year":"2006-2007","journal-title":"Journal of Computer Information Systems"},{"issue":"1","key":"jesma.2009070801-29","first-page":"50","article-title":"Mobile Media use and its Impact on Consumer Attitudes Toward Mobile Advertising.","volume":"2","author":"J. W.Jun","year":"2007","journal-title":"International Journal of Mobile Marketing"},{"issue":"6","key":"jesma.2009070801-30","first-page":"492","article-title":"Nutzen und Kosten der Werbung.","volume":"42","author":"K. P.Kaas","year":"1990","journal-title":"ZfbF"},{"key":"jesma.2009070801-31","doi-asserted-by":"publisher","DOI":"10.1504\/IJSTM.2007.012866"},{"key":"jesma.2009070801-32","unstructured":"Kroeber-Riel, W., & Weinberg, P. (2003). Konsumentenverhalten (8th ed.). Vahlen, M\u00fcnchen."},{"issue":"4","key":"jesma.2009070801-33","doi-asserted-by":"crossref","first-page":"39","DOI":"10.4018\/irmj.2006100103","article-title":"An Empirical Examination of Customer Perceptions of Mobile Advertising.","volume":"19","author":"S.Lee","year":"2006","journal-title":"Information Resources Management Journal"},{"key":"jesma.2009070801-34","doi-asserted-by":"publisher","DOI":"10.1504\/IJMC.2005.006580"},{"key":"jesma.2009070801-35","doi-asserted-by":"publisher","DOI":"10.1108\/13287260810916943"},{"key":"jesma.2009070801-36","doi-asserted-by":"crossref","unstructured":"Lohm\u00f6ller, J.-B. (1989). Latent Variable Path Modeling with Partial Least Squares. Heidelberg: Physica-Verlag.","DOI":"10.1007\/978-3-642-52512-4"},{"key":"jesma.2009070801-37","doi-asserted-by":"publisher","DOI":"10.2307\/1251413"},{"key":"jesma.2009070801-38","doi-asserted-by":"publisher","DOI":"10.2307\/3150973"},{"issue":"2","key":"jesma.2009070801-39","doi-asserted-by":"crossref","first-page":"177","DOI":"10.1080\/10803548.2007.11073006","article-title":"Consumer\u2019s intentions to opt in to SMS advertising.","volume":"26","author":"A.Muk","year":"2007","journal-title":"International Journal of Advertising"},{"key":"jesma.2009070801-40","doi-asserted-by":"publisher","DOI":"10.2501\/S002184990808032X"},{"key":"jesma.2009070801-41","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849907070195"},{"key":"jesma.2009070801-42","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849907070158"},{"key":"jesma.2009070801-43","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jt.5740158"},{"key":"jesma.2009070801-44","unstructured":"Ringle, C. M., Wende, S., & Will, S. (2005). SmartPLS 2.0 (M3) Beta. Hamburg, http:\/\/www.smartpls.de"},{"key":"jesma.2009070801-45","doi-asserted-by":"publisher","DOI":"10.1002\/(SICI)1520-6653(199922)13:3<34::AID-DIR3>3.0.CO;2-R"},{"key":"jesma.2009070801-46","doi-asserted-by":"publisher","DOI":"10.1086\/208704"},{"key":"jesma.2009070801-47","doi-asserted-by":"publisher","DOI":"10.1016\/j.csda.2004.03.005"},{"issue":"3","key":"jesma.2009070801-48","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"},{"issue":"3","key":"jesma.2009070801-49","doi-asserted-by":"crossref","first-page":"425","DOI":"10.2307\/30036540","article-title":"User Acceptance Of Information Technology: Toward A Unified View.","volume":"27","author":"V.Venkatesh","year":"2003","journal-title":"MIS Quarterly"},{"key":"jesma.2009070801-50","unstructured":"Wold, H. (1982). Soft Modeling: the basic design and some extensions. In K.G. J\u00f6reskog & H. Wold (Eds.), Systems under indirect observation: causality, structure and prediction. Part II. Netherlands: North-Holland Publishing company."},{"key":"jesma.2009070801-51","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1080\/02650487.1984.11104995","article-title":"Public attitudes toward advertising: The American experience.","volume":"13","author":"E. J.Zanot","year":"1984","journal-title":"International Journal of Advertising"}],"container-title":["International Journal of E-Services and Mobile Applications"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=37444","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T10:32:10Z","timestamp":1654079530000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/jesma.2009070801"}},"subtitle":[""],"short-title":[],"issued":{"date-parts":[[2009,10,1]]},"references-count":52,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2009,10]]}},"URL":"https:\/\/doi.org\/10.4018\/jesma.2009070801","relation":{},"ISSN":["1941-627X","1941-6288"],"issn-type":[{"value":"1941-627X","type":"print"},{"value":"1941-6288","type":"electronic"}],"subject":[],"published":{"date-parts":[[2009,10,1]]}}}