Pierce the fog of mobile service and advertising adoption

Abstract

The heightened interest towards mobile service and advertising among academic and industry circles has led to the need to understand the key factors effecting the use, adoption and applicability in the realm of mobile business. This dissertation seeks to contribute to the body of knowledge covering the field of mobile advertising and service adoption. This thesis contributes to the literature by providing some insight to these important areas through a set of qualitative and quantitative studies. More specifically, this study attempts to fill up research gap in the user mobile adoption research, applying theoretical foundations into practical mobile service business cases to find insights to increase adoption rate and revenue. This thesis summarizes the result of survey studies on cross cultural adoption of mobile internet, adoption of mobile service applications and factors affecting mobile advertising. The results of this thesis will serve as guidance for researchers, mobile application developers, operators and device makers. This thesis present several theoretical and practical insights into the position of mobile services and advertising to help researchers and managers better understand critical components and provide ideas for further research in this emerging field of mobile business.