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Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices
Global Mobile Commerce
Mobile devices allow constant access to the World Wide Web without time and location barriers and present new challenges for marketers and an array of research questions for marketing researchers. The topic of mobile advertising is of special interest for companies as it enables communication with customers in unprecedented ways. As mobile technologies are being increasingly adopted on a worldwide basis, international m-advertising becomes an issue of growing importance. This paper thereforedoi:10.4018/978-1-59904-558-0.ch012 fatcat:rw65qqzwa5f5xgus55tal6kynu