Abstract:

As an emergent advertising medium, mobile phones have appealing characteristics that accentuate their attractiveness to become a powerful and essential tool of reaching consumers. Despite these characteristics, organizations are concerned with the success of a mobile advertising campaign. Since the key to this success lies in consumer value perception of mobile advertising, it is critical for organizations to understand exactly what factors would influence consumer perception towards the value of mobile advertisement. This paper assists the effort by presenting a model of consumer perceived value towards mobile advertising. Building on theory of consumer value, the model frames the factors that consumers see as benefits they can get and the factors that they consider as sacrifices they have to make as a result of receiving advertisements on their mobile phones. The understanding achieved here can help to focus organizational efforts on improving factors that are beneficial to consumers and reducing issues that are tagged as sacrifices in order to increase the success rate of mobile advertising.