Moderating Factors Affecting Intention to Access In-App Advertisements (original) (raw)
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Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements
Journal of Promotion Management, 2017
Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers’ attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede’s cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility, and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.
In-app advertising: a systematic literature review and implications for future research
Spanish Journal of Marketing - ESIC, 2023
Purpose-The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach-The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods. Findings-Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of inapp advertising. Originality/value-This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.
Take it on the Chin! Advertising Acceptance on Mobile Platforms- A Review of Literature
Market Forces
This study aims to consolidate existing literature results through a systematic review to develop a comprehensive conceptual framework. This study followed Pollock and Berge's (2018) six-stage methods of the systematic review to achieve the aims. Bibliometric and content analysis was conducted using 48 articles collected from six databases: Science Direct, Emerald Insight, Wiley online Library, Sage Pub, Springer Link, and Taylor & Francis. The content analysis reveals three major categories of the antecedent: advert attributes, personal factors, and environmental factors that affect mobile advertising value, attitude, and acceptance. The differences in the factors leading to mobile advertising acceptance are observed across different age groups, regions, advertising types, and cultures. The study concludes with theoretical implications and future research directions. The study highlights some of the regions and mobile advertising contexts where further research is needed. Thes...
An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising
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(1) utility, (2) context, (3) control, (4) sacrifice, and (5) trust. The results show that utility and context are the strongest positive drivers, while sacrifice is negatively related to the acceptance of mobile advertising. Despite the concerns about privacy, our results indicate that control and trust are not that important to consumers in mobile advertising.
MOBILE ADVERTISING: ROLE OF SELECT VARIABLES IN SHAPING ATTITUDE AND TECHNOLOGY ACCEPTANCE
This research paper covered the variables like perceived usefulness, entertainment, irritation, informativeness, ubiquity and personalization, as the antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance were analyzed. Then the author tested the mediating role of attitude between these variables and acceptance and moderating role of gender between attitude and acceptance of mobile advertising using the Process plug-in in SPSS 21.
Revisiting the Effect of Mobile Advertising Content on Buying Intention
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The digital era is known for technological breakthroughs in knowledge exchange through portable computing devices that include android and iOS smart phones. These gadgets, which have become a necessity for many, offer numerous advertising opportunities for companies to reach a wide pool of potential customers. Mobile advertising holds the best promise for one-to-one communication and provides avenues for direct and personalised marketing. Previous studies on consumer attitudes towards mobile advertising have generated conflicting results. This paper conceptualizes the effect of mobile advertising content on buying intention in a framework derived from past models and theories of technology acceptance. In light of the high purchase intentions of the younger generation in Malaysia, antecedents previously used in predicting the behavioural response of consumers towards mobile advertising and purchase intention were reexamined and combined with the personalization factor. Additionally, ...
Study of Determinants That Influence the Acceptance of Mobile Advertisement
The number of mobile user increased over the year but some factors create a boundary in acceptance of mobile advertisement. A theoretical model developed to observe the factors that influence on the acceptance of mobile advertisement model. This study will remove the hurdles and create a new opportunity for the marketers in e-marketing. Data collected by questionnaire from the 151 respondent of the Bahawalpur, Pakistan. All ensured to be mobile users. The study concludes that permission and attitude have positive influence on acceptance of mobile advertisement. Trust and perceived control directly related to permission. In our results, frequency has no effect on attitude of acceptance but overall motives have strong positive effect on attitude of acceptance. Motives are categorized into entertainment, fashion, escape, affection, low cost and coordination but our findings show entertainment, fashion, and affection have no impact on motives of using sms as well as escape, low cost and coordination have strong positive impact on motives. At last, we see attitude of acceptance have positive significant influence on permission. With respect to limitations, sample size is very short, only regression analysis used in research and only some factors of motives concluded in research. Longitudinal study will conduct to give significant results of attitude of acceptance; this study will conduct in multi culture society.
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Mobile phone heavily penetrates into the consumers’ eventful routine and assists their shopping immensely. Marketing managers confront the query of conveyance of effectual information about products quiet often. Realizing the key dynamics of attitudes and acceptance of m-ads is crucial in designing the customized marketing message. The article attempts to give an overview on determinants of consumers’ attitude and acceptance of m-ads from the existing body of knowledge. Trust and credibility is recognized as sender’s characteristic that should be maintained by managers. Informativeness, entertainment, perceived ease of use and incentives are grouped into m-ads characteristics that managers should pay much attention in designing the message. And, Managers should ponder the features of target audience as well in creating the message. i.e., perceived intrusiveness, perceived usefulness, personalization and perceived control. Therefore, article is expedient in both academia and industry...
The rapid development of smartphones has resulted in the increasing use of mobile devices to deliver advertisements for products and services. Many firms in Vietnam have invested numerous resources in this field, and an in-depth understanding of mobile advertising is necessary to develop a successful mobile advertising strategy. Based on the existing literature regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors affecting consumer attitudes toward advertisements on the mobile web and mobile applications. A survey of 206 participants was conducted in this study using the convenience sampling method. The findings of this study show that although many users do not have positive feelings toward advertising, they cannot ignore the importance of mobile advertising. If mobile advertisers can present credibility and entertainment in their advertisements, consumers are willing to view the ads and be influenced to buy products and services....
Mobile advertising and its impact on message acceptance and purchase Intention
Journal of Business & Retail Management Research, 2018
Advertising is experiencing rapid technological changes that have led to digitalization of media, consequently resulting in the emergence of new media types, such as mobile phones. This has facilitated the easy spread of advertisements among consumers and allowed interaction with them in an easier manner. However, to fully utilize the potential of the mobile phone as an advertising channel, marketers must understand its unique and relevant characteristics and the different approaches that consumers use to interact with this channel. The purpose of this study is to examine the relationship between message relevance, information value, message receiving time, and consumers' permission to receive advertising messages as independent variables and consumers' acceptance of mobile advertising and subsequent effect on purchase intention of promoted products or services using mobile advertising. Based on the information obtained from 205 respondents of Saudi Arabia, the present study attempts to examine the relationship between message relevance, information value, message receiving time, and consumers' permission to receive advertising messages on consumers' acceptance of mobile advertising and subsequent intention to purchase of promoted products using mobile advertising. The findings of the study indicate the positive relationship between informational value, receiving time and consumer permission in consumers' acceptance of mobile advertising. The present study recommends that marketers should pay attention to drivers and obstacles of mobile advertising as a significant marketing tool that influences brand image, competitiveness, and long-term success.