Abstract
This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided.
Highlights
In the world of big data, organisations are increasingly turning to mobile devices and social media as new information sources that continuously monitor a wide range of processes and situations
The empirical study was undertaken with a sample of 340 Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile app
This research contributes to the academic literature on advertising effectiveness by proposing an integrative model which examines the influence of mobile advertising alerts, permission marketing variables, consumer beliefs and perceived value on consumer continuance intention towards branded mobile apps
Summary
In the world of big data, organisations are increasingly turning to mobile devices and social media as new information sources that continuously monitor a wide range of processes and situations. Consumers are more reliant than ever on digital devices, and online shopping trends point to m-commerce as the wave of the future. Due to the prevalence of mobile devices and social media, billions of people are contributing to the existing volume of big data. According to [3], the number of connected Internet devices will reach 13.7 billion in 2024, and social media and mobile apps are changing the consumer’s shopping habits. Some 78% of Internet users already use their mobile phones to make purchases, a trend that will continue to increase as digital natives mature as consumers. Sales made on mobile phones are expected to reach 3.56 billion euros worldwide in 2021 [3]
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