Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly … technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of … article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda …

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product …, batteries and detergent) and two known retailers. Findings – The results show that advertising creativity positively signals … attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by …