Purpose The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media. Design/methodology/approach This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling. Findings The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch. Originality/value These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

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Purpose -The purpose of this paper is to propose a model that predicts information communication technology (ICT) adoption in saturated markets, to analyze the shifting behaviors of the subscribers and to present the results. Design/methodology/approach -By developing an expanded Bass model, the authors analyzed post-adopters' switching behaviors in the mobile phone market, using the officially verified time-series data for the number of mobile phone adopters in South Korea. Findings -The results show that: the expanded Bass diffusion model can delineate the stream of post-adopters' switching behaviors in saturated ICT markets; based on innovation value p and imitation value q, the authors conclude that customer immigrations during market saturated period are mainly caused by innovation effect, which is closely related to launching innovative products; and fast mover still has its imitation effect, which is closely related to first mover advantage. Originality/value -The paper provides novel insights for the frame of practical strategies. To survive in a saturated market, late movers should continuously develop new and innovative products. In addition, fast movers should also develop innovative products to prevent customer immigrations, and they also should utilize their first mover advantage more efficiently, even in matured market.