Future research suggestions

Firstly, and most importantly, the drivers listed in this study could be further investigated. It would bring valuable contribution to the literature if these drivers were tested with a quantitative study in the future. The impacts, effects and strengths could be researched and the strongest drivers could be detected.

Secondly, as mentioned in the conclusion section, ease of use can in some cases drive acceptance of mobile advertising directly. These cases should be further researched with a more diverse sample.

Thirdly, as stated in the analysis part, informants are divided into two diverse groups with respect to their attitude towards incentives. Studying the phenomena of relevance with deeper meanings can be more fruitful if the consumers are categorized and grouped in the future studies. This would allow more focus and possibility for a comparison study. Other distinction could be among people of different countries and regulations for mobile advertising or people who have opted in vs. not opted in. Distinction among different types of mobile ads could be further researched as well, e.g. entertainment based, information based, discount based ads.

Fourth suggestion for the future is about context. Context includes time and place in previous research regarding mobile advertising however it would be beneficial to detach time from place in future studies and evaluate them separately. Because this research showed that, time and place have very different levels of importance in consumer mind as drivers of relevance and acceptance. When this is the case, evaluating time and place together as “context” would be misleading.

86

Fifth suggestion is derived from the finding that existence of relevance brings potential to more relevance. In this case, it is likely that relevance increases exponentially and an accelerated increase can be observed. The studies could further investigate the relationship between overall relevance of an ad, R and relevance of drivers, r and present this relationship mathematically through coefficients. This way the finding can be represented as a formula, moreover with analytical tools. If the relevance graph/curve can be drawn with this formula, it would be easy to detect at what point the mobile ad lies. This information can be used for constructing and sustaining relevance in mobile ad, and also for comparing relevance measures between different ads.

Finally, the deeper meanings of need and want and how they overlap in mobile advertising context should be researched further in order to grasp this newly emerging driver of relevance better.

87

REFERENCES

Barutcu, Suleyman (2008), "Consumer's attitudes towards mobile marketing and mobile commerce in consumer markets. " Ege Academic Review, 8 (1) 2008: 15-62, Presented in 3rd International Conference on Business, Management and Economics.

Chen, Lei-da and Justin Tan (2004). "Technology adaptation in e-commerce: Key determinants of virtual stores acceptance." European Management Journal, 22 (1), 74-86.

Davis & Venkatesh, (1996), "A critical assesment of potential measurement biases in the technology acceptance model: Three experiments. " Internat.J.Human-Comput.Stud 19-45 Davis F.D. (1989) "Percveived usefulness, perceived ease of use, and user acceptance of

information technology" MIS Quart 13, 319-339

Frolick, M.N., Chen, L.D., (2004). Assessing m-commerce opportunities. Information Systems Management 21 (2), 53-61.

Gummesson, Evert, (2000) "Qualitative methods in management research", Second Edition, Sage Publications, Newbury Park, Calif. p.38,39

Guo, Xunhua; Zhao, Yannan; Jin, Yan; and Zhang, Nan, "THEORIZING A TWO-SIDED ADOPTION MODEL FOR MOBILE MARKETING PLATFORMS" (2010). ICIS 2010 Proceedings. p.128.

Haghirian Parissa, Maria Madlberger, Andrea Tanuskova, (2005) "Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents," Vol. 1, pp.32c, Proceedings of the 38th Annual Hawaii International Conference on System Sciences (HICSS'05) - Track 1, 2005, p.2, 5

Heinonen & Strandvik (2006), "Consumer responsiveness to mobile marketing." Hanken Working Papers, No 518

88

Hong, S., Thong, J., Moon, J., & Tam, K. (2008). "Understanding the behavior of mobile data services consumers". Information Systems Frontiers, 10(4), 431-445. Springer.

Jenkins Fiona, "Mobile marketing" World Advertising Research Center (2006), Young Consumers, Quarter 1 2006.

Joey F. George, (2004) "The theory of planned behavior and Internet purchasing", Internet Research, Vol. 14 Iss: 3, pp.198 – 212, p.199

Karp, G. (2007). "Mobile Marketing and Interactive Promotions on Mobile Devices: Navigating Legal Hurdles," International Journal of Mobile Marketing (2:2), pp. 78-85.

Kerchove, (2002), "Building brand dialogue with mobile marketing", World Advertising Research Centre, July-September 2002, pp.37-42

Keller, Kevin, (2007), Strategic Brand Management, "Building, measuring and managing brand equity" Prentice Hall Copyright: 2008, Published: 06/13/2007 p.250, 251

Kieran Mathieson, (1991), "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior" INFORMATION SYSTEMS RESEARCH Vol. 2, No. 3, September 1991, pp. 173-191 DOI: 10.1287/isre.2.3.173, p.178

Kim, H., Chan, H. C., and Gupta, S. (2009). "Value-based Adoption of Mobile Internet: An empirical investigation," Decision Support Systems Mobile Commerce: Strategies, Technologies, and Applications (43:1), pp. 111-126.

Kim, S. H. (2008). "Moderating effects of job relevance and experience on mobile wireless technology acceptance: Adoption of a smart phone by individuals." Information & Management, 45(6), 387-393. p.389

Lederer, A. L., Maupin, D. J., Sens, M. P., and Zhuang, Y., (2000) "The technology acceptance model and the World Wide Web. " Decision Support Systems

89

Lu June, Chun-Sheng Yu, Chang Liu, James E. Yao, (2003) "Technology acceptance model for wireless Internet", Internet Research, Vol. 13 Iss: 3, pp.206 - 222

Lu, Liu, Yu, Wang, (2008) "Determinants of accepting wireless mobile data services in China" Information & Management Volume 45, Issue 1, January 2008, Pages 52-64

Marko Merisavo ,Sami Kajalo ,Heikki Karjaluoto, (2007), "An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising Table of Contents" Journal International Journal of Mobile Communications archive Volume 4 Issue 2, January 2007

Moon, J.-W., and Kim, Y.-G. (2001) "Extending the TAM for the World-Wide-Web context," Information and Management (38) 2001, pp. 217-230

Ondrus, J., and Pigneur, Y. (2006). "Towards a Holistic Analysis of Mobile Payments: A Multiple Perspectives Approach," Electronic Commerce Research and Applications Mobile atechnology and services (5:3), pp. 246-257.

Patton, Michael Quinn (2002) "Qualitative Research and Evaluation Methods" Third Edition, Sage Publications, Thousand Oaks, Calif. Book (ISBN 0-7619-1971-6) p.341, 343

Pihlström, Minna, (2008), "Perceived Value of Mobile Service Use and Its Consequences", Swedish School of Economics and Business Administration, Helsinki, Finland.

Pura & Gummerus, (2007), Hanken Working Papers, Series C, No 529 "Discovering perceived value of mobile services." p.136-164

Ralph M. Stair | George Reynolds, (2009), "Fundementals of Information Systems", Course Technology, ISBN-13: 9780840062185, 496 Pages, p.224

Roach Gemma, (2009), "Consumer perceptions of mobile phone marketing: a direct marketing innovation", Direct Marketing: An International Journal. Vol:3 No:2 2009 pp:124-138, Emerald Group Publishing Ltd.'

Saunders, Lewis, Tornhill, (1997) "Research methods for business studies" Financial Times Management, London office, Pearson professional limited, ISBN 0273620177 p.80, 126

90

Scharl, A., Dickinger, A., and Murphy, J. (2005). "Diffusion and Success Factors of Mobile Marketing," Electronic Commerce Research and Applications (4:2), pp. 159-173.

Shankar, Venkatesh, Alladi, Hofacker, Charles, & Naik, Prasad. (2010), "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues." UC Irvine: Center for Research on Information Technology and Organizations. p.111,112

Shankar, Venkatesh & Balasubramanian, Sridhar, (2009), "Mobile Marketing: A Synthesis and Prognosis", Volume: 23, Issue: 2, Publisher: Direct Marketing Educational Foundation, Inc., Pages: 118-129

Silverman, David (2006), "Interpreting Qualitative Data", Third Edition, Sage Publications Ltd. London, p.305,302

Strauss, A. and Corbin, J. (1990). "Basics of qualitative research: Grounded theory procedures and techniques". Thousand Oaks, CA. Sage Publications.

Turel O, Serenko A and Bontis N (2007). "User acceptance of wireless short messaging services: deconstructing perceived value." Inf Manage 44(1): 63–73

Spiggle, Susan (1994), "Analysis and Interpretation of Qualitative Data in Consumer Research" The Journal of Consumer Research Vol. 21, No. 3 (Dec., 1994), pp. 491-503, p.493,494

Tsang, Ho and Liang (2004), "Consumer Attitudes Toward Mobile Advertising: An Empirical Study" International Journal of Electronic Commerce/ Spring 2004 Vol.8 No.3 pp:65-78 Venkatesh, Viswanath & Davis, Fred D. (2000), " A Theoretical Extension of the Technology

Acceptance Model: Four Longitudinal Field Studies" MANAGEMENT SCIENCE Vol. 46, No. 2, February 2000, pp. 186-204 p.191

Wilson, Deirdre & Sperber, Dan "Relevance Theory" (1985, 1995, 1998, 2002), Wilson & Sperber 2002, Handbook of Pragmatics (Oxford: Blackwell), p.250,251,254,256

91

Xu, S, Kim L. Blackmore and Haley M. Jones, (2007), "An Analysis Framework for Mobility Metrics in Mobile Ad Hoc Networks", Volume 2007, Article ID 19249, 16 pages

Xu, S. Liao, and Q. Li. (2008) "Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications". Decision Support Systems, 44(3):710{724, February 2008.

92

Appendices