Determinants of Mobile Advertising Adoption: A Cross-Country Comparison of India and Syria

The ubiquity of mobile phones is creating new opportunities for marketers.

Determinants of Mobile Advertising Adoption: A Cross-Country Comparison of India and Syria

Mohammed Naved Khan and Kamaal Allil

Abstract:

The ubiquity of mobile phones is creating new opportunities for marketers. However, the factors that induce consumers to accept and adopt mobile phones as an advertising medium are not yet fully understood across cultures and countries. In this backd