Context-aware and social integrative-related factors as the precursors of efficient context aware advertising via mobile applications

In the new setting of context aware advertising (CAA), it is crucial to elucidate factors influencing consumers' interaction with advertisements and patronage inclination. This work scrutinises an overarching mechanism of formulating Vietnamese natives' attitude and patronage intention toward mobile app CAA based on the theoretic underpinning of the uses and gratifications (U&G) paradigm. A research framework and hypotheses are tested with a...