El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription Purpose -The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future research directions for theory building in this research area. Design/methodology/approach -The article draws on the extant literature to identify three key theoretical foundations that can be used in research on advertising in media from an advertising perspective: networking capability; image transferability; and personal extensibility. For each of these perspectives, the current state of knowledge, theoretical challenges, and future research directions are summarized. Findings -The three key theoretical perspectives (networking capability, image transferability, and personal extensibility) provide strong potential for better understanding the advantages and disadvantages of social media use for advertisers. They are also useful for identifying important research gaps that need to be filled in the future. Research limitations/implications -Research on social media advertising in an international context is still in its infancy, and needs further attention. As few cross-cultural studies have been conducted, the theories and their application will likely evolve in the future. Originality/value -A review and conceptual framework pertaining to theoretical perspective used in social media research in an international advertising context has been practically non-existent. Thus, this article is designed to serve as a solid starting point for future research endeavors.

Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription CONSUMER PRIVACY CONCERNS AND PREFERENCE FOR DEGREE OFREGULATORYCONTROL A Study of Mobile Advertising in JapanShintaro Okazaki, Hairong Li, and Morikazu Hirose ABSTRACT: This study explores the consequences of consumers' privacy concerns in the context of mobile advertising. Drawing on social contraer theory, the proposed research model connects a series of psychological factors (prior negative experience, information privacy concerns, perceived ubiquiry, trust, and perceived risk) and preference for degree of regulatory control. Data from a survey of 51O mobile phone users in Japan show that mobile users with prior negative experiences with information disclosure possess elevated privacy concerns and perceive stronger risk, which leads them to prefer stricter regulatory controls in mobile advertising. Both perceived ubiquity and sensitivity of the information request further the negative impact of privacy concerns on trust. No such effect occurs for the impact of privacy concerns on perceived risk, however. The authors discuss sorne theoretical and managerial implications.Consumer privacy concerns with respect to mobile advertising have become an important issue for policymakers, trade groups, and consumer advocates as unfair information practices continue to escalare in many countries. In the United States, unsolicited messages or spam increased by 38% from 2006 to 2007 and was expected to increase by 50% more to l.5 million messages in 2008 (Cloudmark 2008). Sorne spam messages request mobile users to provide personal information, including their credit card numbers, or attempt to infiltrare mobile devices with virus programs by asking users to register for services (CNET.co.uk 2006).To alleviate consumers' concerns about these potential invasions, the mobile industry has implemented several selfregulations. For example, the Mobile Marketing Association recently revised its consumer best practices guidelines, including those regarding promotional content and marketing to children; it also expanded and clarified its guidelines for free, standard, and premium rate messaging, mobile Web, and interactive voice responses ( Despite these different regulatory measures, what makes the most effective type of regulation in terms of protecting consumer information privacy remains a topic of debate. To assess the appropriateness of different approaches, we might examine mobile users' preferences for the degree of regulatory control, because users influence both mobile service providers and regulatory government agencies. Therefore, this research explores the relationship between consumer privacy concerns in mobile advertising and their preference for three types of regulations: government regulation, industry self-regulation, and government and industry coregulation. Government ...

Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: AbstractUbiquity has been referred to as one of the most important characteristics of mobile services. In this study, an instrument for the measurement of perceived ubiquity reflecting the benefits derived from continuity, immediacy, portability, and searchability is developed using a multiple stage approach. In the initial stage, perceived ubiquity is conceptualized through interdisciplinary perspectives as a multidimensional, 32 item eight factor construct. In the second stage, the original measurement is pretested on a student sample and recalibrated into a 16 item four factor instrument. In the third stage, general consumers are invited to complete a task in which they are asked to perform a search with a mobile device before rating the measurement items. A confirmatory factor analysis produces a 12 item four factor instrument. Furthermore, a second order structure results from a statistical comparison of alternative models through a competing model strategy. In the final stage, we use a scenario method to validate the measurement tool while establishing discriminant, nomological, and known group validities. The thorough validation results demonstrate the value of our instrument as a measurement tool of perceived ubiquity that is useful in describing the unique nature of mobile devices and predicting differences in user perceptions of mobile services and desktop PC services. Theoretical and managerial implications are discussed, important limitations are recognized and future research directions are suggested.

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in:International Marketing Review 24. Purpose -The purpose of this paper is to examine recent patterns and developments in the literature on cross-cultural advertising research. Design/methodology/approach -Citation analysis was performed for cross-cultural advertising articles published in major marketing and business journals from 1995 to 2006. Findings -Cultural values were the most studied topic area in cross-cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets. Originality/value -Based on findings from the citation analysis, the authors outline future directions for the advancement of cross-cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.

This is the author’s version of a work that was accepted for publication in Computers in Human Behavior . Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in omputers in Human Behavior 29.3 (2013). DOI http://dx.doi.org/10.1016/j.chb.2012.10.019To date, little research has examined gender difference in how convenience is perceived in mobile com- merce (m-commerce). The current work presents and tests a theoretical model partially based on Tech- nology Acceptance Model (TAM), and posits a sequential relationship among four primary dimensions: (1) intrinsic attributes of mobile device—portability and interface design; (2) ease of use; (3) extrinsic attributes of mobile device—simultaneity, speed, and searchability; and (4) perceived convenience of m-commerce. We posit that physical attributes of mobile device (portability and interface design) are antecedents of ease of use, which in turn determines three extrinsic attributes (simultaneity, speed, and searchability). The final dependent variable is perceived convenience. Based on prior research on TAM and gender theories, the study proposes 16 hypotheses, of which our data support 12. Our results indicate that the link between interface design and ease of use holds a key to motivate females’ use of m-commerce. In closing, implications are discussed while important limitations are recognized along with future research suggestions.This research was funded by a grant from the Spanish Ministry of Science and Innovation (National Plan for Research, Develop- ment and Innovation ECO2011-30105

El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscriptionSocial influence model and electronic word of mouth PC versus mobile internetShintaro Okazaki Universidad Autónoma de MadridCompared with laptop or desktop computers, mobile devices offer greater flexibility in time and space, thus enabling consumers to be connected online more continually. In addition, their small size, portability and ease of use with location-based capabilities facilitate sending and receiving timely information in the right place. Drawing upon a social influence model proposed by Dholakia et al. (2004), this paper proposes a causal model for consumer participation in electronic word of mouth (eWOM), and compares the effects of PC-based and mobile-based eWOM (hereafter pcWOM and mWOM, respectively). The paper posits social identity, motivations (purposive value, social enhancement and intrinsic enjoyment), inherent novelty seeking and opinion leadership as antecedents affecting desire (individual-level driver) and social intention (grouplevel driver) to engage in eWOM. A total of 271 survey responses were collected from consumers in Japan. The proposed model fits the data reasonably well; all hypotheses are supported. The results reveal that desire only partially mediates the effects on social intention of social identity. Compared with pcWOM participants, mWOM participants exhibit significantly higher perceptions on social intention, intrinsic enjoyment and cognitive social identity. After recognising important limitations, theoretical implications are discussed and future research directions suggested.

El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription a long-term relationship with the brand" and suggest "what type of person the brand would be if it were human and what it would do and like" (Hawkins et al., 2001, p. 376). In this vein, prior research adopted the trait approach, in which brand personality was conceptualized as a set of multi-dimensional traits. In the most comprehensive study to date, Aaker (1997) identified the "Big Five" dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. Her work has established an important cornerstone in the development of an object measurement scale, the variables of which influence consumer purchase decisions both independently and interdependently.Of the variables in the marketing mix, marketing communication has often been regarded as the most influential in the creation of brand personality (Anderson and Rubin, 1986). Given the recent proliferation of corporate or brand web sites, a question arises: what dimensions of brand personality do multinational corporations (MNCs) attempt to create in the minds of online consumers? What kind of online communications do they use? Despite the abundant literature on brand personality in general, little attention has been paid to how companies attempt to formulate brand personality on the internet.The aim of this study is to fill this research gap, by conducting a cross-cultural content analysis of American MNCs' web sites. Brand personality is conceptualized as a combination of two sets of stimuli (functional and expressive), on the assumption that American MNCs are utilizing a series of online communications in the attempt to make consumers perceive a single "intended" brand personality across markets. The countries studied were the USA (home country), UK, France, Germany, and Spain (host countries), which were chosen because they exhibit political, social, and economic similarity, but cultural and linguistic diversity. In total, 270 web sites of 64 American MNCs were examined across markets.In the following sections, the relevant literature is first reviewed. Then, the theoretical framework of the study is established, and the research questions formulated. The research methodology is then explained in detail, and is followed by the description of the results, and by a discussion of the research findings. In the conclusion, the implications of the findings are summarized. Finally, the limitations of this study are discussed and suggestions for further research are made.