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Author: Monika Mital

Affiliation: Jaipuria Institute of Management, India

ISBN: 978-989-8425-08-9

Keyword(s): Mobile Human Computer Interaction, Mobile Advertising, Message Characteristics, Device Characteristics, Situation Characteristics.

Related Ontology Subjects/Areas/Topics: Enterprise Information Systems ; Human Factors ; Human-Computer Interaction ; Physiological Computing Systems ; User Needs

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.

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Paper citation in several formats:
Mital M. and (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 1: ICEIS, ISBN 978-989-8425-08-9, pages 117-123. DOI: 10.5220/0002844601170123

@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 1: ICEIS,},
year={2010},
pages={117-123},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002844601170123},
isbn={978-989-8425-08-9},
}

TY - CONF

JO - Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 1: 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

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