University of Isfahan New Marketing Research Journal 2228-7744 7 2 2017 08 23 The Impact of Cognitive and Affective Factors on Attitude and Acceptance of Mobile Advertising The Impact of Cognitive and Affective Factors on Attitude and Acceptance of Mobile Advertising 167 192 21804 10.22108/nmrj.2017.21804 FA Hadi Taghavi MSc, Islamic Azad University- Zahedan Branch, Zahedan, Iran Seyed Mohammadbagher Jafari Assistant Professor, Faculty of Management and Accounting, University of Tehran- Farabi Campus, Qom, Iran 0000-0003-2042-2756 Seyed Morteza Mousavi Sani Baghsiahi MSc, Faculty of Management and Accounting, University of Tehran- Farabi Campus, Qom, Iran Journal Article 2016 07 04    Today, due to increasing spread of usage, mobile phone has become a popular media for advertisers. Advertisement through mobile is one of the modern advertising methods. According to the newness of this media, still affective factors on advertising adoption are not obvious for businesses and advertisers. The developed research model in this study includes the cognitive and affective factors, attitude, demographic factors and acceptance of mobile advertising. This research is an applied one in terms of objective and survey in terms of data collection. A sample of 392 mobile users was chosen in Qom city using judgment sampling method and the required data was collected using questionnaire. The collected data was analyzed using structural equation modeling via Smart PLS software. The results showed that affective and cognitive factors have a significant impact on the acceptance of mobile advertising. Moreover, demographic factors have not a significant moderating effect on the relationship between attitude and willingness to accept. Due to emerging of this media in Iran, the results can be interpreted and generalized.    Today, due to increasing spread of usage, mobile phone has become a popular media for advertisers. Advertisement through mobile is one of the modern advertising methods. According to the newness of this media, still affective factors on advertising adoption are not obvious for businesses and advertisers. The developed research model in this study includes the cognitive and affective factors, attitude, demographic factors and acceptance of mobile advertising. This research is an applied one in terms of objective and survey in terms of data collection. A sample of 392 mobile users was chosen in Qom city using judgment sampling method and the required data was collected using questionnaire. The collected data was analyzed using structural equation modeling via Smart PLS software. The results showed that affective and cognitive factors have a significant impact on the acceptance of mobile advertising. Moreover, demographic factors have not a significant moderating effect on the relationship between attitude and willingness to accept. Due to emerging of this media in Iran, the results can be interpreted and generalized. https://nmrj.ui.ac.ir/article_21804_3fbcad484f33af0243f23c077d4a0841.pdf