The effect of network externalities on the perception of a new service offering mobile banking

This study extends previous research by determining if potential adopters' perception of innovation characteristics mediates the effects of network externalities towards their intention to use mobile banking. The study also explores the possible moderating effects of technology anxiety between network externalities, innovation characteristics and intention to use mobile bankin

Using self-referencing to explain the effectiveness of ethnic minority models in advertising

Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to marketers using self-reference theory. Our experiment reveals a strong self-referencing effect for ethnic minority individuals. Specifically, Asian subjects (the ethnic minority group) self-referenced ads with Asian models more than white subjects (the ethnic majority group). However, this result was not evident for white subjects. Implications for academics and advertisers are discussed