Vol 7 No 2 Spring 2007

Note From Guest Editor
Shintaro Okazaki
Attitude toward Location-based Advertising
Gordon C. Bruner II & Anand Kumar
Determinants of Effective SMS Advertising: An Experimental Study
Dimitris Drossos, George M. Giaglis, George Lekakos, Flora Kokkinaki, & Maria G. Stavraki
Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising
Ramaprasad Unni & Robert Harmon
An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising
Marko Merisavo, Sami Kajalo, Heikki Karjaluoto, Ville Virtanen, Sami Salmenkivi, Mika Raulas, & Matti Leppäniemi
Perceptions and Recall of Advertising Content Presented on Mobile Handled Devices
Suzanne Altobello Nasco & Gordon C. Bruner II