Abstract
The rapid proliferation of mobile phones along with the technological developmenthas created a whole new marketing medium named mobile advertising. This research investigates the influencing factors in creating positive attitude toward mobile advertising through a survey among Iranian mobile users. The results, conducted on 652 mobile phone users, showed that personalization, informativeness, irritation, credibility, entertainment, and also monetary benefit of mobile advertising are influential in developing positive attitude toward mobile advertising. Examining component variables of influencing factors, the study demonstrates ways of applying features creating positive attitude toward mobile advertising. Key words: Mobile advertising, personalization, informativeness, irritation, credibility, entertainment, monetary benefit.
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