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Gearing up for mobile advertising: A cro

Gearing up for mobile advertising: A cross-cultural examination of key factors that drive mobile messages home to consumers

✍ Yung Kyun Choi; Jang-Sun Hwang; Sally J. McMillan 📂 Article 📅 2008 🏛 John Wiley and Sons 🌐 English ⚖ 105 KB

## Abstract Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising form—particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectivenes