Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria

Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents.

► We investigate factors that influence mobile advertising perceptions in different cultures.
► We examine samples from Austria and Japan.
► Infotainment and credibility are key factors predicting advertising value.
► Japanese customers are more irritated by m-advertising than Austrian respondents.