Close

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Home / Content &
resources  /  Vol 17. No. 3 (Mar 2016)  /  Papers  /  Does personal innovativeness moderate the effect of irritation on consumers’ attitudes towards mobil

content
sections

Does personal innovativeness moderate the effect of irritation on consumers’ attitudes towards mobile advertising?

Henry Boateng, Abednego Feehi Okoe and Asante Bismark Omane, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 3 ()
The existing literature shows that there is a negative relationship
between irritation and consumers’ attitudes towards mobile advertising.
In spite of this, little attempt has been made to reduce this effect. Thus,
this study examines the moderating effect of personal innovativeness on
the relationship between irritation and attitudes towards mobile
advertising.
RESOURCES
Download Paper (log in here)

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 25 years we’ve trained 70,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

Latest blogs

Taking time out to reflect on one's daily habits is a useful exercise for anyone to take, with the "Hack" team, the advantage is the facilitators are nurturing and gentle in their approach, wanting each participant to get the best from the day in a non...

Joanne Cumper,

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

X
share on