RT Journal Article SR Electronic T1 Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services JF Journal of Advertising Research JO J Advert Res FD WARC SP 302 OP 312 DO 10.2501/S0021849907070328 VO 47 IS 3 A1 Gillian Sullivan Mort A1 Judy Drennan YR 2007 UL http://www.journalofadvertisingresearch.com/content/47/3/302.abstract AB This article examines the new medium of mobile communications and the factors influencing consumers' use of m-services in that medium. M-services are defined as enhanced information services accessed while mobile. Marketing communications, specifically advertising, can be delivered as an m-service. This research models a system of relationships of the factors affecting use of m-services, finding that involvement and innovativeness, but not self-efficacy, are significant. The article concludes with implications for advertising delivered as an m-service, the identification of the potential for m-services advertising as part of m-commerce, and directions for future research.