Acceptance Of Mobile Advertising Research Articles

Take it on the Chin! Advertising Acceptance on Mobile Platforms- A Review of Literature

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. These consolidated findings are useful for advertisers in planning future mobile advertising campaigns.

Digital Readiness and Acceptance of Mobile Advertising

Current research suggests that individual readiness toward technology plays a significant factor in the acceptance of technology products and applications. However, the current measure of technology readiness is too general to be applicable to digital technologies and the accompanying disruption and lifestyle changes. We offer digital readiness that consists of attitudinal and action digital readiness as a specific measure of individual readiness toward digital technology. We tested the influence of both attitudinal and action digital readiness toward the acceptance of mobile advertising among 162 millennials aged between 17 and 24 years in Indonesia. The results show that digital readiness has a significant influence on the acceptance of mobile advertising among millennials. We contribute to the theory of the acceptance of digital mobile advertising by employing digital readiness within the technology acceptance model (TAM) model. Our managerial implications highlight mobile advertising strategies for targeting millennials.

Mobile advertising acceptance and use of mobile payment

An assessment was made on the factors that influence mobile trust, perceived usefulness and attitudes towards mobile advertising, factors that influence the intention to accept mobile advertising and the use of mobile payments. A total of 384 surveys were collected from mobile users from Ecuador and the conceptual model was tested with a confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results showed that for there to be acceptance of mobile advertising and user intention to use mobile payment, companies must work to build trust in the mobile user. Recipients of messages from companies must feel that the advertising is useful and there must be a positive attitude on their part. This study provides valuable information for marketers and advertisers to understand how mobile advertising acceptance contributes to boost the use of mobile payment.

The acceptance of mobile advertising: a social or personal matter

This paper contributes to the extant literature on mobile advertising acceptance by extending the current TRA-based model to include the personal relevance of this form of advertising. The aim of this research was to investigate how social influence, represented by the subjective norms in the TRA model, and personal relevance play respective roles in influencing an individual's decision to embrace mobile advertising. The study involved male and female college students in Bandung aged between 18 and 25 years old (young millennials), which were reported by the Association of Advertising Companies in Indonesia to be the most attractive segment for mobile advertising. The findings indicate that millennials are attracted by the social trends of mobile advertising, but demonstrate independence in arriving at their final assessment of mobile advertising based on the personal relevance of this form of publicity.

The acceptance of mobile advertising: a social or personal matter

The acceptance of mobile advertising: a social or personal matter

Acceptance of Mobile Advertising among Gen Z in Malaysia: Implications for Business Sustainability Through Digitalisation in Post COVID-19

Acceptance of Mobile Advertising among Gen Z in Malaysia: Implications for Business Sustainability Through Digitalisation in Post COVID-19

The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps

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.

Culture, Perceived Value, and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.

Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads

Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads

Mobil Uygulama Reklam Türlerinin Reklama Yönelik Tutum ve Reklam Kabulüne Etkisi

The widespread use of smartphones has increased the level of usage of in-app mobile ads. In order to use in-app mobile ads effectively, it is important to identify the consumers’ attitudes towards in-app ads, the value they perceive in-app ads and the factors that might affect the level of acceptance of the in-app mobile ads. This study tests the factors affecting mobile advertising acceptance for three different mobile advertising types. Therefore, the purpose of this study is to determine the effects of the in-app mobile ads on the attitude toward in-app mobile ads, the value they perceive, and acceptance of in-app mobile ads. The data were collected from the 550 smartphone users living in Ankara by using convenience sampling and face-to-face survey method. Hierarchical regression analysis was used to test the relations among variables. Analysis results revealed that the attitude towards and value perceived from in-app mobile advertisements have positive effects on the acceptance of in-app mobile advertising. Besides, analysis results revealed that interactivity, entertainment, and reliability are the most effective factors on the attitude and the most effective factor on the perceived value is the attitude. Moreover, analysis results indicated that for the banner ads the attitude has the highest impact on the perceived value. Finally, it is found that perceived ads value has the highest impact on the acceptance of in-app mobile advertising for the interactive transition (video) ads.

The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention

The purpose of this research is to study consumer attitude towards mobile advertising in Malaysia, and whether this attitude results in the intention to purchase the products or services advertised. This article reports on the results, based on factors such as entertainment, informativeness, irritation and credibility, which the research framework derives from Ducoffe (1996, Advertising value and advertising on the Web, Journal of Advertising Research, 36(5), 21–35) and Mackenzie (1989, An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, Journal of Marketing, 53(4), 48–65). Attitudes towards behaviours, and subjective norms, based on the research by Ajzen (1991, The theory of planned behaviour, Organizational Behaviour & Human Decision Processes, 50(2), 179–211), are included in understanding consumer intention. A survey is conducted on 150 respondents, and the partial least squares analysis is used to determine the antecedents of mobile advertising that lead to consumer acceptance of mobile advertising, and the resulting intention to purchase. Results show that the advertising message content has the largest impact on attitude in advertising that is done via mobile phone. Attitudes towards mobile advertising are linked to the intention to purchase the product or services advertised. The main implication of the study shows that marketing managers should focus their marketing communication on mobile advertising, and increasing the attractiveness of this form of advertising, so as to reflect consumers’ intention to purchase. This study opens a new channel of communication for multiple unexamined matters concerning the mobile advertising industry. Based on the results, a number of recommendations are proposed and suggestions for future studies are made.

DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG YOUNG MILLENNIALS

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets

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 in emerging markets in terms of discovering elements that shape consumers’ attitudes and acceptance of mobile advertising.

Cognitive-affective model of acceptance of mobile phone advertising

There are high expectations for mobile phone marketing and mobile advertising. In various European markets, such as the United Kingdom, Spain and Italy, mobile marketing campaigns have registered response rates of up to 47% among their target audience. The main aim of this paper is to validate a cognitive-affective model of acceptance of mobile phone advertising that integrates the utilitarian perspective through the technology acceptance model, the affective dimension through emotions, and the moderating role of the normative reference group (NRG). This model was tested with structural equation modelling in a sample of 612 individuals (R 2 of 82.4%). To analyse the moderating effect of the NRG, a sequential cluster analysis was applied, generating two groups of users: independent and in fl uenced. A multi-sample analysis was then performed. The results showed the advisability of considering attitudes towards mobile advertising to be a variable shaped by conceptually complementary cognitive (perceived usefulness and perceived ease of use) and affective dimensions (positive emotions and negative emotions). Positive emotions had the strongest effect on the formation of this attitude. Negative emotions and cognitive dimensions had a few effect for the acceptance of mobile advertising. With regard to the moderating role of the NRG, among independent users, positive emotions affected the attitude more intensely and a stronger positive relationship was found between this attitude and the intention to receive advertising. No differences were found between independent users and users in fl uenced by their NRGs with regard to the formation of attitudes due to ease of use, perceived usefulness or negative emotions. The paper thus p rovides a comprehensive analysis of the acceptance of mobile advertising that integrates both cognitive-affective views and the moderating role of the NRG with implications for management.

Acceptance of mobile advertising by consumers in public service institutions in Lagos, Nigeria

Purpose – The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of non-permission-based nature of advertising practice in Nigeria. Design/methodology/approach – Guided by the theory of reasoned action, data were collected from 389 respondents in a sample survey using a structured questionnaire, and the variables were measured on ordinal scale. Findings – The respondents reported that the mobile advertising is informative; they also strongly agreed that the media is ubiquitous but irritating. Attitude of consumers towards mobile advertising, behavioural control and subjective norm have correlations with acceptance. Irritation and informativeness significantly and positively predicted acceptance of mobile advertising, while credibility and ubiquity predicted acceptance of the technology negatively. Age has a negative relationship with acceptance; both gender (male =1) and tertiary education have a significant relationship with acceptance of mobile advertising just as marital status. Research limitations/implications – The study focused only on public service mobile consumers in Lagos, Nigeria. Practical implications – Mobile adverts are ubiquitous in Nigeria, but consumers do not trust or use the adverts, although they consider them informative. The telecomm regulatory body needs to control deployment of mobile technologies for produce and service ads, so that ads will be subject to individual choices and discretion, and thereby reducing the ubiquity and increase the trust consumers have on the strategy. Social implications – There is hype that mobile advert has penetrated Nigerian market, but the strategy is not credulous to the people. Originality/value – There is no study focusing on the acceptance of this ad strategy in the public service sector in Nigeria.

Mobile advertising between: Acceptance of technology…….or giving up of privacy

The study aimed to discover the factors that influence one’s acceptance to mobile advertising as a mean to depend on in taking his purchase decisions. The hypothesis were built upon the UTAUT theory that has proved to be more effective than any of the models that are known before in explaining the use of information system, such as mobile commerce (Carlsson, et.al., 2006). It has been proved (as predicated in the study) that the four external factors discussed by the UTAUT theory would positively influence mobile advertising acceptance and depending on it in one’s behavior, except for the effect of facilitating conditions. Facilitating conditions (FC) in the study were discussed in terms of location-awareness, range of connectivity and availability of connecting the advertiser or the sender. Meanwhile, it seems that in spite that the mean of Fc= 14.2 with a minimum = 4, and maximum= 20 claiming positive attitude towards FC in mobile advertising, still individuals view these facilities as a requirement accompanying the technology (mobile). Thus, not considering it as an added facilities that may affect their acceptance to mobile advertising and depending on it in their behavior. As, for the mediated factors (age, gender, level of education and voluntary of use), in spite that they all proved to have a significant effect on the influence of the study variables on accepting mobile advertising; but these mediated factors didn’t prove to have significant difference between groups except for voluntary of use which was significance .03 where F=1.63. Thus we couldn’t prove which age, or level of education or gender was more effective. Meanwhile as expected through our research, permission to send mobile advertising affected the positive sides one perceives in that service, which should make communication companies seek a way to receive a consent from the receiver to avoid negatively effect of advertised product image.

Understanding mobile advertising acceptance: an integrative approach

With over 6 billion people having a mobile phone subscription, firms use mobile marketing for various marketing oriented purposes such as delivering promotional offers and conveying personalised advertising messages, providing value generating services, facilitating word of mouth, awarding customer loyalty and collecting feedback. This study proposes a model to predict consumers' mobile advertising acceptance by relating it to various purposely selected consumer-and message-related factors. Moreover, the paper examines the empirical link between acceptance and word-of-mouth. On the basis of survey results from 353 mobile phone users, the authors test the proposed model with SEM and discuss a number of theoretical and managerial recommendations.

Consumer attitudes toward and intentions to accept mobile advertising

Article history: Received March 25, 2015 Received in revised format June 1 2015 Accepted June 27 2015 Available online July 1 2015 The objective of this study was to examine the drivers of consumers’ attitudes towards mobile advertisement. It also sought the relationship between consumers’ attitudes towards mobile advertisement and their willingness to accept mobile advertising. Confirmatory factor analysis was used to assess the measurement model while structural equation was conducted to assess the goodness-fit of the overall model. The findings indicate that entertainment, credibility and personalization had positive effects on consumers’ attitudes toward mobile advertising. Furthermore, the results show that, consumers’ attitude determines their willingness to accept mobile advertising. Growing Science Ltd. All rights reserved. 5 © 201

디지털 사이니지의 NFC를 통한 모바일 광고 수용의도 연구 : 상호작용성, 광고가치, 혁신성과의 관계를 중심으로

디지털 사이니지의 NFC를 통한 모바일 광고 수용의도 연구 : 상호작용성, 광고가치, 혁신성과의 관계를 중심으로

Key factors affecting customers' willingness to use mobile coupons in a restaurant setting

For restaurants, the provision of coupons is a usual way of attracting people to the restaurant. Today, many restaurants consider how to use mobile advertising to promote their coupons (i.e., mobile coupons) in order to attract people and enhance its popularity. The purpose of this research is to identify what factors that affect customers' willingness to use mobile coupons in a restaurant setting. Five key factors that affect customers' willingness to use mobile coupons in a restaurant setting have been identified, from a base of 14 factors regarding customers' willingness to accept mobile advertising. The identified factors include price, customisation, promotion, entertainment, and sending time. This means that when customers use mobile coupons, the five identified factors will affect their willingness to use them. Restaurants can use the identified factors as a reference, when they try to develop new marketing strategies or want to enhance the effectiveness of mobile coupons.