A perceptual measure of mobile advertising using fuzzy linguistic preference relation

bibitem{1} B. Anckar and D. D'Incau, textit{Value creation in mobile commerce: findings from a consumer survey}, Journal of Information Technology Theory and Applications, textbf{4(1)} (2002a), 43-65.
bibitem{2} B. Anckar and D. D'Incau, textit{Value-added services in mobile commerce: an analytical framework and empirical findings from a national consumer survey}, HICSS, (2002b), 1444-1453.

bibitem{3} S. J. Barnes, textit{Wireless digital advertising: nature and implications}, International Journal of Advertising, textbf{21(3)} (2002), 399-419.
bibitem{4} S. J. Barnes and E. Scornavacca, textit{Mobile marketing: the role of permission and acceptance}, International Journal of Mobile Communications, textbf{2(2)} (2004), 128-139.
bibitem{5} P. Barwise and P. Strong, textit{Permission-based mobile advertising}, Journal of Interactive Marketing, textbf{16(1)} (2002), 14-24.
bibitem{6} R. C. Berredo, P. Y. Ekel and R. M. Palhares, textit{Fuzzy preference relations in models of decision making}, Nonlinear Analysis, textbf{63} (2005), 735-741.
bibitem{7} S. W. Campbell, textit{A cross-cultural comparison of perceptions and uses of mobile telephony}, New Media {&} Society, textbf{9} (2007), 343-363.
bibitem{8} F. Chiclana, F. Herrera and E. Herrera-Viedma, textit{Integrating three representation models in fuzzy multipurpose decision making based on fuzzy preference relations}, Fuzzy Sets and Systems, textbf{97} (1998), 33-48.
bibitem{9} B. Choi, I. Lee and J. Kim, textit{Culturability in mobile data services: a qualitative study of the relationship between cultural characteristics and user-experience attributes}, International Journal of Human-Computer Interaction, textbf{20} (2006), 171-206.
bibitem{10} P. Y. Ekel, M. R. Silva, F. S. Neto and R. M. Palhares, textit{Fuzzy preference modeling and its application to multiobjective decision making}, Computers and Mathematics with Applications, textbf{52} (2006), 179-196.
bibitem{11} Enpocket.http://www.enpocket.com/news/press-releases/researchshows-that-targeting-and-relevance-are-key-to-making-mobileadvertising-work, 2006.
bibitem{12} Z. P. Fan, J. Ma, Y. P. Jiang, Y. H. Sun and L. Ma, textit{A goal programming approach to group decision making based on multiplicative preference relations and fuzzy preference relations}, European Journal of Operational Research, textbf{174} (2006), 311-321.
bibitem{13} P. Haghirian and A. Inoue, textit{An advanced model of consumer attitudes toward advertising on the mobile internet}, International Journal of Mobile Communications, textbf{5(1)} (2007), 457-469.
bibitem{14} P. Haghirian, M. Madlberger and A. Tanuskova, textit{Increasing advertising value of mobile marketing---an empirical study of antecedents}, Proceedings of the 38th Hawaii International Conference on System Sciences, (2005), 1-10.
bibitem{15} F. Herrera, E. Herrera-Viedma and F. Chiclana, textit{Multiperson decision-making based on multiplicative preference relations}, European Journal of Operational Research, textbf{129} (2001), 372-385.
bibitem{16} E. Herrera-Viedma, F. Herrera, F. Chiclana and M. Luque, textit{Some issues on consistency of fuzzy preference relations}, European Journal of Operational Research, textbf{154 }(2004), 98-109.
bibitem{17} S. Jarvenpaa, K. R. Lang, Y. Takeda and V. K. Tuunainen, textit{Mobile commerce at crossroads}, Communications of the ACM, textbf{46(12)} (2003), 41-45.
bibitem{18} A. Kaufmann and M. M. Gupta, textit{Introduction to fuzzy arithmetic theory and application}, Van Nostrand Reinhold, New York, 1991.
bibitem{19} D. Kenny and J. F. Marshall, textit{Contextual marketing: the real business of the internet}, Harvard Business Review, textbf{78(6)} (2000), 119-125.
bibitem{20} J. Kim, I. Lee, Y. Lee, B. Choi, S. J. Hong, K. Y. Tam, K. Naruse and Y. Maeda, textit{Exploring e-business implications of the mobile internet: a cross-national survey in Hong Kong, Japan and Korea}, International Journal of Mobile Communications, textbf{2(1)} (2004), 1-21.
bibitem{21} H. Komulainen, T. Mainela, J. Sinisalo, J. Tahtinen and P. Ulkuniemi, textit{Business model scenarios in mobile advertising}, International Journal of Internet Marketing and Advertising, textbf{3(3)} (2006), 351-367.
bibitem{22} P. J. M. Laarhoven and W. Pedrycz, textit{A fuzzy extension of saaty's priority theory}, Fuzzy Sets and Systems, textbf{11(1-3)} (1983), 229-241.
bibitem{23} H. Li, S. M. Edwards and J. H. Lee, textit{Measuring the intrusiveness of advertisements: scale development and validation}, Journal of Advertising, textbf{31(2)} (2002), 37-47.
bibitem{24} J. Lu, J. E. Yao and C. S. Yu, textit{Personal innovativeness, social influences and adoption of wireless internet services via mobile technology}, Journal of Strategic Information Systems, textbf{14(3)} (2005), 245-268.
bibitem{25} K. Lyytinen and Y. Yoo, textit{Research commentary: the next wave of nomadic computing}, Information Systems Research, textbf{13(4)} (2003), 377-388.
bibitem{26} H. Nysveen, P. Pedersen and H. Thorbj{o}rnsen, textit{Intentions to use mobile services:} textit{antecedents and cross-service comparisons}, Journal of the Academy of Marketing Science, textbf{33} (2005), 330-346.
bibitem{27} T. L. Saaty, textit{The analytic hierarchy process}, New York: McGraw-Hill, 1980.
bibitem{28} S. Sarker and J. D. Wells, textit{Understanding mobile handheld device use and adoption}, Communications of the ACM, textbf{46(12)} (2003), 35-40.
bibitem{29} K. Siau, E. P. Lim and Z. Shen, textit{Mobile commerce: promises, challenges, and research agenda}, Journal of Database Management, textbf{12(3)} (2001), 4-14.
bibitem{30} D. W. Stewart and P. A. Pavlou, textit{From consumer response to active consumer: measuring the effectiveness of interactive media}, Journal of the Academy of Marketing Science, textbf{30(4)} (2002), 213-225.
bibitem{31} M. T. Tang, G. H. Tzeng and S. W. Wang, textit{A hierarchy fuzzy MCDM method for studying electronic marketing strategies in the information service industry}, Journal of International Information Management, textbf{8(1)} (1999), 1-22.
bibitem{32} T. Tanino, textit{Fuzzy preference relations in group decision making}, In J. Kacprzyk {&} M. Roubens, eds., Non-conventional Preference Relations in Decision Making (54-71). Berlin: Springer-Verlag, 1988.
bibitem{33} S. N. Tripathi and M. H. Siddiqui, textit{Effectiveness of mobile advertising: the Indian scenario}, VIKALPA, textbf{33(4)} (2008), 47-59.
bibitem{34} M. Tsang, S. Ho and T. Liang, textit{Consumer attitudes toward mobile advertising: an empirical study}, International Journal of Electronic Commerce, textbf{8} (2004), 65-78.
bibitem{35} S. H. Tsaur, G. H. Tzeng and G. C. Wang, textit{Evaluating tourists risks from fuzzy perspectives}, Annals of Tourism Research, textbf{24(4)} (1997), 796-812.
bibitem{36} K. Varnali, A. Toker, and C. Yilmaz, textit{Mobile marketing: fundamentals and strategy} McGraw-Hill, NY, 2010.
bibitem{37} V. Venkatesh, V. Ramesh and A. Massey, textit{Understanding usability in mobile commerce}, Communications of the ACM, textbf{46(12)} (2003), 53-56.
bibitem{38} T. C. Wang and Y. H. Chen, textit{A new method on decision-making using fuzzy linguistic assessment variables and fuzzy preference relations}, In: the Proceedings of the 9th World Multi-Conference on Systemics, Cybernetics and Informatics, Orlando, (2005), 360--363.
bibitem{39} T. C. Wang and Y. H. Chen, textit{Applying fuzzy linguistic preference relations to the improvement of consistency of fuzzy AHP}, Information Sciences, textbf{178} (2008), 3755-3765.
bibitem{40} Y. M. Wang and Z. P. Fan, textit{Fuzzy preference relations: aggregation and weight determination}, Computers {&} Industrial Engineering, textbf{53} (2007), 163-172.
bibitem{41} D. J. Xu, textit{The influence of personalization in affecting consumer attitudes toward mobile advertising in China}, Journal of Computer Information Systems, Winter (2007), 9-19.
bibitem{42} R. R. Yager and D. P. Filev, textit{Essentials of fuzzy modeling and control}, Wiley, New York, 1994.
bibitem{43} S. T. Yuan and Y. W. Tsao, textit{A recommendation mechanism for contextualized mobile advertising}, Expert Systems with Application, textbf{24(4)} (2003), 399-414.
bibitem{45} L. A. Zadeh, textit{Fuzzy sets}, Information and Control, textbf{8} (1965), 338-353.
bibitem{44} J. Zhang and E. Mao. textit{Understanding the acceptance of mobile SMS advertising among young Chinese consumers}, Psychology {&} Marketing, textbf{25} (2008), 787-805.
bibitem{46} F. H. Zuwaylif, textit{Applied general statistics}, Third Ed. Addison-Wesley, Reading, MA, 1979.