Coursaris, Constantinos K.; Sung, Jieun; Swierenga, Sarah J. - In: International Journal of Electronic Finance 6 (2012) 2, pp. 143-156
A mobile advertising study conducted with college students evaluated the effect of a mobile advertisement's message length on the receiving mobile user's perceptions of informativeness, entertainment and consequent attitude toward the advertisement, as well as cultural, gender or age...