• Journal of Digital Convergence
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• v.12 no.4
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• pp.183-192
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• 2014

This study aims to empirically investigate how personalized and socialized mobile media impacts on users' acceptance of mobile advertising, given the consideration of users' mobile possession attachment. For this, the current study used focus group interview and surveyed mobile users. Interestingly, the findings reveal that personalized and socialized mobile characteristicssignificantly affect users' acceptance of mobile ads. That is to say, users' personalized mobile characteristics play an important role in either awareness of mobile ads or exposure to mobile ads.