investigating impact factors marketing communications / media on acceptance of mobile advertising

Today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. In this regard, advertising activities need to focus on customers according to their needs, tendencies and by providing value-added services, advertising admission process to complete. The aim of this study is to analyze the impact of marketing communications / media on acceptance of mobile advertising. The present study is applicable in terms of goal as well as descriptive in terms of data acquisition. To evaluate the proposed model and hypotheses, data acquisition from 400 mobile phone users was carried out in the city of Bushehr. In order to analysis of the data and verification of the model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used, and the relation between the variables in the model based on the results of the path analysis were investigated
The results indicate a positive impact indices interaction, credit, entertainment, incentive and informativeness, and the negative impact of on the acceptance of mobile advertising.