Privacy–Incentive Tradeoffs in Mobile Advertising: A Cross-Cultural Comparison Between the U.S. and South Korea

The rapid growth of mobile usage has positioned mobile advertising as a dominant channel for engaging consumers worldwide. This study examines the critical factors shaping mobile advertising effectiveness—focusing on privacy concerns and incentives—through a cross-cultural comparison of consumers in South Korea and the United States. Results demonstrate that privacy concerns consistently reduce favorable attitudes toward mobile advertising in both contexts, whereas incentives exert a stronger positive influence in South Korea. Moreover, perceived social usefulness significantly enhances attitudes among South Korean consumers but shows no such effect in the U.S., underscoring cultural variations in how users evaluate mobile ads. These findings extend established models such as the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), while advancing debates on the “privacy paradox” in digital advertising. Practically, the study offers actionable insights for marketers aiming to design culturally responsive mobile advertising strategies that balance trust, relevance, and motivational incentives across global markets.