Mobile Advertising Acceptance Model: Evaluation of Key Effective Factors in Iran

In this paper, mobile phone capabilities in advertising are introduced and mobile advertising acceptance  from the receivers’ perspective in Iran is investigated. In the research, the process of accepting mobile advertising is explained too. Based on this process, the key influential factors affecting mobile advertising acceptance in Iran are identified and a relevant novel model is presented. The evaluation of the model is accomplished by applying Structural Equation Modeling. Furthermore, the impact degree for all of the identified factors is assessed. Findings show that perceived usefulness, perceived control, and attitude toward using mobile phone advertising are recognized as the most important factors affecting mobile phone advertising acceptance in Iran. In addition, the effects of various demographic variables on perceived usefulness and perceived control are investigated.