Acceptance Of Mobile Advertising Research Articles

Key factors of teenagers' mobile advertising acceptance

PurposeThe purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance.Design/methodology/approachA proposed model of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested using structural equation modelling.FindingsFindings show that entertainment, irritation and usefulness are key drivers of teenagers' attitude toward mobile advertising. Moreover, perceived usefulness reduces irritation. The authors' model also suggests that improving teenagers' attitude toward mobile advertisements is a key factor for teenagers' mobile advertising acceptance.Practical implicationsThis research offers practical implications for marketing managers interested in targeting mobile advertising campaigns to teenagers. Marketers should take care of the number and frequency of messages being sent in order to avoid teenagers being irritated by their advertising attempts. Marketers can improve attitude through message personalization, content relevance and enriching the sales messages with entertainment features.Originality/valueWhile consumer‐driven factors such as perceived control or trust have deserved a lot of attention, little research has focused on the role of emotions on attitude and behaviour towards mobile advertising. This paper combines the influence of cognitive and affective message‐driven factors on teenagers' attitude and behaviour towards mobile advertising.

Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising

This study explores motivations that influence smartphone users’ intentions to accept mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from past literature were tested via online survey. The empirical findings from the current study suggest that a consumer’s attitude toward mobile advertising from his or her previous experience is the most powerful predictor of intention to accept mobile advertising on smartphones. In addition, consumer perception of the smartphone as a device that is compatible with an individual’s lifestyle and the social benefits of using a smartphone predict intention to accept mobile advertising among smartphone users.

Mobile advertising avoidance: exploring the role of ubiquity

Drawing upon prior research on Internet information privacy concerns, this study examines the effects of perceived ubiquity on consumers’ acceptance of mobile advertising. We postulate that, due to increasing unethical information practice, ubiquity can be perceived both positively and negatively, exercising complex effects on trust, risk, attitude, and intention to delete the ad. With 510 Japanese general consumers, our findings indicate that perceived ubiquity significantly strengthens trust and attitude toward the ad, while none of the negative effects are confirmed. Perceived ubiquity is therefore generally accepted as a favorable utility of mobile communication, leading to more likely acceptance of the ad it delivers. In closing, theoretical and managerial implications are discussed, and important limitations are recognized.

Predicting Chinese young consumers’ acceptance of mobile advertising: a structural equation modeling approach

A survey of Chinese college students was conducted in May and June 2009 to test a model of mobile advertising developed by Merisavo and associates in 2007 in which five factors (utility, context, control, sacrifice, and trust) predict consumer acceptance of mobile advertising. A structural equation modeling was employed to fit the model to survey data from 422 completed usable questionnaires. Generally, the model achieved a reasonable fit with significant standardized regression coefficients on utility, control, sacrifice, and trust. Context seems not to be an important factor while control is a negative predictor. The model cannot be directly transplanted to China, and future research is needed to develop a comprehensive model of Chinese consumers’ acceptance of mobile advertising. Implications for Chinese and global mobile marketers are discussed.

Privacy Issues in Mobile Advertising

The emergence of the wired Internet and mobile telecommunication networks is creating new opportunities for advertisers to generate new revenue streams through mobile users. As consumer adoption of mobile technology continues to increase, it is only a question of time when mobile advertising becomes an important part of marketing strategies. The development of mobile advertising, however, will be dependent on acceptance and usability issues in order to ensure permission-based advertising. Growing concerns about the protection of the users' privacy have been raised since mobile advertising may become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising and the consumer willingness to accept mobile advertising will increase.

Exploring Gender Effects in a Mobile Advertising Context:On the Evaluation of Trust, Attitudes, and Recall

This study examines how gender affects mobile advertising acceptance in Japan. Drawing upon cultural, socioeconomic, and industry-specific factors, five hypotheses and two research questions are formulated for four dependent variables (trust, attitude toward the ad, attitude toward the brand, and ad recall) and two independent variables (gender and ad type). User frequency was considered a covariate. An empirical survey was conducted in Japan: Forty thousand respondents were randomly selected, and 3,254 responses were received. Two mobile campaigns (one durable and one nondurable good) were used as stimuli. Multivariate data analysis found significant multivariate effects as well as univariate effects. There was a significant interaction effect of gender and ad type on ad recall. In closing, the study’s implications are discussed.

An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising

ABSTRACTThe ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of SMS-based mobile advertising. A conceptual model and hypotheses are tested with a sample of 4,062 Finnish mobile phone users. Structural equation modeling is used to test five drivers of mobile advertising acceptance: (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.

Implementing the legal criteria of meaningful consent in the concept of mobile advertising

Advancements in the wired Internet and mobile telecommunication networks offer companies new advertising opportunities but this development creates a need to consider acceptance and usability issues in order to ensure permission-based advertising. According to the law of the European Union (EU), only permission-based mobile advertising is allowed. In order to obtain consent from the mobile user, the advertiser is obliged to make an effective disclosure. However, these rules are not specific to this new context. It will be a great challenge for advertisers to translate the requirements into actual business practices in order to obtain meaningful consent from the mobile user. This article focuses on the evaluation of legal problems related to these issues in order to find adequate technical solutions concerning m-advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising and the consumer willingness to accept mobile advertising will increase.

Factors influencing consumers' willingness to accept mobile advertising: a conceptual model

The purpose of the present study is to build a conceptual model of consumers' willingness to accept mobile advertising. First, the study investigates factors that influence the acceptance of mobile advertising from both industry's and consumers' point of view. Second, based on a review of previous studies in the field, the authors propose a conceptual model of consumers' willingness to accept mobile advertising. The model, based on four research hypotheses, indicates that consumers' willingness to receive mobile advertisements to handsets is mainly driven by four factors: role of mobile medium in marketing mix; development of technology; one-to-one marketing medium; regulatory. The findings provide several conceptual and managerial insights into the role of mobile advertising today and in the near future.