Purpose – This paper holds a purpose to examine the influence of perceived utility, contextual relevance and lifestyle on the acceptance of mobile advertising among millennials in Indonesia (specifically in Bandung). The three factors represent an extension of the general model of mobile advertising which is largely influenced by the Theory of Reasoned Action (TRA). The factors are proposed to extend the model to include factors at individual (receiver), object (message) and contextual levels. Lifestyle, Perceived Utility, and Contextual Relevance are factors at individual, object and context that are posited to influence the acceptance of mobile advertising in this study. Specifically, the current study is aimed at elaborating the role of those factors in influencing the acceptance of mobile advertising among millennials in Bandung, Indonesia. Relevant theories – mobile marketing definition and scope from various literature, Theory of Reasoned Action (TRA), theory of perceived utility, consumers’ utilization of contextual information in mobile advertising, and the influence of lifestyle – as representation of individual factor – on mobile advertising acceptance are the most relevant theories for the current paper. Design/methodology/approach – The research was conducted by devising a new model that includes acceptance of mobile advertising, attitude toward mobile advertising, subjective norm in relation to mobile advertising, perceived utility of mobile advertising, contextual relevance of message and income (as representation of individual lifestyle). The questionnaires distributed to young adults segment within varsity area. The data is then examined and evaluated through structural equation modelling (SEM) which requires analysis on measurement and path model. Findings – The study resulted in several findings, mostly confirming proposed hypotheses in varying degrees. The results conclude that attitude is of great importance in the acceptance of mobile advertising. Subjective norms and contextual relevance are positively related to attitudes — which lead to acceptance, while both perceived utility and income in negative relations to attitude and acceptance consecutively. Research implications and limitations – This study adds up to the growing amount of related research in various countries. Companies making use of the mobile advertising as part of their promotional strategies should always think of the manner and matter by which the advertisements arrive while serving as benefit for marketers and consumers. A good mobile advertising strategy will put more effort into giving useful information that is appropriate to the context and consumer segments it targeted. This research is conducted on respondents from Indonesian consumers, specifically in the area of Bandung, which may not represent the other segments of users of mobile advertising. In addition, the case covers a convenience sample of consumers that may again impact the representativeness of the research findings. Originality/value – This study provides findings on the effects of contingency factors that have been missing in the previous research on the acceptance of mobile advertising. Paper type – Applied research

There is much evidence in literature supporting the advantageous benefits resulted from corporate social responsibility (CSR) initiatives (Luo and Bhattacharya, 2006). Among others, consumers’ favorable reactions (e.g., enhanced produce evaluation, purchase intention, brand attitude and relationship) (Brown and Dacin 1997; Klein and Dawar 2004) were widely documented. Importantly, consumers tend to use their perceptions on a company’s CSR performance to infer the characteristics of relevant persons (e.g., self and other consumers) due to the meaning-transferring mechanism (Currás-Pérez et al., 2009; Yoon et al., 2006). Although literature suggests that people do good things in order to feel themselves in a positive light, there is a lack of explicit discussion on the impact of consumers’ participation in CSR programs on their perceptions of self. This is an important issue for designing effective CSR programs which can enhance consumer feelings as well. To bridge the academic gap, this research is aimed to address this question. As brands can be viewed as extended self and brand associations can be transferred into self-definition, good associations related with CSR practices will enhance consumers’ self-perceptions and self-esteem once they engage in CSR-related consumptions. However, many company-specific factors (e.g., product quality) and individual specific factors (e.g., CSR support and beliefs) will vary consumers’ responses to CSR efforts (Sen and Bhattacharya 2001). Similarly, CSR’s impact on self-perceptions may be moderated by significant factors. One of the most important determinants underlying differential customer response to CSR is consumers’ attribution of corporate motives. Consumers may attribute a company’s motivation for engaging in CSR simply as self-serving (e.g., high profit) or other-serving (e.g., engagement in social causes) (Becker-Olsen et al. 2006; Yoon et al. 2006), or further differentiate self-serving motives into strategic and egoistic ones and other-serving motives into value-driven and stakeholders-driven ones (Ellen et al., 2006). We examine the effect of self-serving motive vs. other-serving motive on the linkage of CSR and consumers’ self-perceptions and self-esteem in this research. Further we predict that the relevance of a CSR program with an individual consumer (i.e., self-CSR relevance) interacts with specific corporate motives in enhancing the CSR’s effect on consumers’ self-perceptions and self-esteem. A pilot study was first conducted to examine how CSR performance influences consumers’ perceptions (as well as consumers’ believes on their reference group’s perceptions) on a company’s typical customers’ image and then their purchase intention. In this study, we let respondents play judgers’ role and ask them about the relation of CSR and others’ image. A paper-and-pencil survey on university students was conducted. Three hundred and twenty one copies of questionnaires are sent out and collected in total. After deleting the incomplete ones, 302 valid data points constitute the final sample. The number of female and male respondents is comparable (Male: 49%) with average age of 21.4 year-old. We tested the hypothesized relations through structure equation modeling following Anderson and Gerbing’s (1988) two-step approach. The measurement model has good convergent and discrimiant validity. The structural model testing results indicate that CSR has significant positive impact on people’s perceptions on the image of a company’s typical customers (r=.227, P<.001) and on beliefs of reference group’s perceptions on the image of a company’s typical customers (r=.234, P<.001), which subsequently enhance purchase intention (r=.607, P<.001; r=.149, P<.01). As such, the hypothesized relations are supported. Although consumers’ perceptions on others rather than self-perceptions and self-esteem are investigated in this study, findings provide preliminary support on the notion that a company’s CSR behaviors will be used as significant information to evaluate relevant persons (here are typical customers). In the main experiment study, we ask subjects play actors’ role and further examine the connection of CSR and self-perceptions. Results indicate a significant interactive effect between corporate motive and self-relevance. High self-relevance enlarges the difference of self-evaluations after participation in self-entered CSR programs vs. participation in other-centered CSR programs. This study explicitly examines the impact of consumer participation in CSR-related program on consumer self-perceptions and self-esteem. The findings deepen our understanding on the impact of corporate CSR initiatives on consumer responses, particularly the impact on consumer self-perceptions. It provides important implications for management to provide more effective CSR programs with consumers’ welfare considered.