Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements

Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers' attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede's cultural dimensions. The findings suggest that factors such as perceived entertainment,...