Sigurdsson, Valdimar; Menon, Vishnu R.G.; Hallgrimsson, Atli Geir; Larsen, Nils Magne; Fagerstrøm, Asle (Journal article; Tidsskriftartikkel; Peer reviewed, 2017-12-27)
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 ...