Abstract
Purpose: Mobile and smart devices provide a platform for firms/brands to communicate directly with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on social media messengers, timelines, and walls, etc.). Intense competition among firms and brands resulted in repetitive exposures to Ads by consumers. Existing research on human–mobile interaction and end-user mobile management only highlights the positive fronts of repetitive exposures to mobile ads, ignoring the negative. The present study examines the effects of Mobile Ad Wearout on irritation, intrusiveness, engagement, and loyalty via social media outlets. Design/methodology/approach: Survey data were solicited from consumers in Jordan and partial least squares structural equation modeling (PLS-SEM) was applied on data ( n = 388). Findings: The PLS-SEM results show that Mobile Ad Wearout is a strong determinant for increased perceived consumer irritation and intrusiveness. Intrusiveness resulted in lower levels of consumer engagement and higher levels of consumer loyalty. Irritation resulted in lower levels of consumer engagement; no changes were observed in consumer loyalty Practical implications: The study shows managers how Mobile Ad Wearout causes irritation and intrusiveness, which in turn diminishes consumer engagement and loyalty. In essence, managers can gain insights on the positive and negative outcomes of Mobile Ad Wearout. Originality/value: This study expands the conceptualization of repetitive mobile Ads by showing the negative fronts of mobile Ads. Implications for theory and practice offered, limitations and future research directions are discussed.
Highlights
Mobile and smart devices are changing the way customers and businesses interact with each other, such as through personalised experiences and advertisements (Bhadoria, Chaudhari, Tomar, & Singh, 2017). eMarketer (2015) showed that about 88% of US firms are using at least one social networking site (Twitter, Facebook, Instagram, Pinterest, Snapchat, etc.) for marketing purposes
Perceived consumer irritation was assessed with a two-item measure from Royo-Vela and Meyer (2016), which was adapted from Duncan and Nelson’s (1985) studies
We extend the literature to mobile ads domain by showing how perceived consumer irritation result in unwanted behavioural responses such as lower consumer engagement
Summary
Mobile and smart devices are changing the way customers and businesses interact with each other, such as through personalised experiences and advertisements (Bhadoria, Chaudhari, Tomar, & Singh, 2017). eMarketer (2015) showed that about 88% of US firms are using at least one social networking site (Twitter, Facebook, Instagram, Pinterest, Snapchat, etc.) for marketing purposes. Mobile and smart devices are changing the way customers and businesses interact with each other, such as through personalised experiences and advertisements (Bhadoria, Chaudhari, Tomar, & Singh, 2017). Personalised marketing and advertisements via mobile and social media outlets are expected to grow (Tucker, 2014). Research showed that marketers and advertisers in the United States will spend around $43.9 billion this year on mobile advertisements (ads) (Benes, 2019). Computing has become prevalent in personalised marketing, which is why mobile devices are highly individualised and are important personal communication tools (Bacile, Ye, & Swilley, 2014). Shawky, Kubacki, Dietrich and Weaven (2019) argued that less accessible consumer segments can be reached through social media and mobile platforms ads.
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