CONSUMER PRIVACY BEING RAIDED AND INVADED - The Negative Side of Mobile Advertising

Monika Mital

2010

Abstract

There have been growing concerns regarding mobile advertising being extremely intrusive into the personal space of the consumers. The study tries to broadly concretize the reasons as to why mobile ads are found to be intrusive. The analysis reported that three factors namely: situation characteristics, message characteristics and device/network characteristics, played an important role in defining the extent of intrusiveness of mobile advertising and the ad irritation arising out of it.

Paper Citation

in Harvard Style

Mital M. (2010). CONSUMER PRIVACY BEING RAIDED AND INVADED - The Negative Side of Mobile Advertising . In Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 5: ICEIS, ISBN 978-989-8425-08-9, pages 117-123. DOI: 10.5220/0002844601170123

in Bibtex Style

@conference{iceis10,
author={Monika Mital},
title={CONSUMER PRIVACY BEING RAIDED AND INVADED - The Negative Side of Mobile Advertising},
booktitle={Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 5: ICEIS,},
year={2010},
pages={117-123},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002844601170123},
isbn={978-989-8425-08-9},
}

in EndNote Style

TY - CONF
JO - Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 5: ICEIS,
TI - CONSUMER PRIVACY BEING RAIDED AND INVADED - The Negative Side of Mobile Advertising
SN - 978-989-8425-08-9
AU - Mital M.
PY - 2010
SP - 117
EP - 123
DO - 10.5220/0002844601170123