An advanced model of consumer attitudes toward advertising on the mobile internet

Haghirian, Parissa; Inoue, Akihiro

doi:10.1504/ijmc.2007.011489

Cited by 67 publications

(35 citation statements)

References 42 publications

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“…The relative importance of each value or benefit construct differed between mobile media or channel types (Bauer et al, 2005, Chowdhury et al, 2006, Haghirian & Inoue, 2007:2, Tsang et al, 2004, Xu, 2006, utilitarian or hedonic categories (Kim et al, 2009, Lu & Su, 2008, Pilström & Brusch, 2008, and contexts (Pilström & Brusch, 2008). However the reviewed literature revealed less about how consumers use mobile media and channels, PC Internet and store network for shopping, and what value each type of channel in different shopping contexts delivered.…”

Section: Discussionmentioning

confidence: 99%

Mobile marketing: A literature review on its value for consumers and retailers

Ström

Vendel

Bredican

2014

Journal of Retailing and Consumer Services

176

117

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The article describes the existing knowledge of how mobile marketing can increase value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internetconnected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and it's value outcomes for retailers. Keywords:Mobile marketing, integration, and value creation. 3 1.0 INTRODUCTION Mobile devices and mobile applications offer retailers more than just the opportunity to exploit a new channel to reach customers. Mobile devices offer opportunities to combine information search, phone functionality and interaction while shopping in-store or using a product. A mobile device is a constant companion to the consumer, a gateway to a relationship between the consumer and the retailer, making it an ideal supplementary channel for distance selling and physical retailing (Shankar, Venkatesh, Hofacker et al, 2010). An industry study showed that half of US mobile consumers The major impacts of the Internet on retailing are the reduced search costs for the consumer (Bakos, 1997, Lynch & Ariely, 2000, an increasing variety of products offered (Brynjolfsson, Hu & Smith, 2003) lower prices (Brynjolfsson & Smith, 2000), empowering consumers to make better choices for themselves, and increasing the relationship with the purchased brand after purchase (Edelman, 2010). As an example, Court, Elzinga, Mulder et al, (2009) found that 60% of consumers of facial skin care products conducted online research after purchase. But in purchasing situations when consumers want an experience, a product trial, in-store atmosphere, or interaction with a salesperson, the Internet distance selling falls short of expectations (Daugherty, Li & Biocca, 2008).In conceptual studies, the additional value created by mobile services for consumers derived from being accessible independent of time and place (Balasubramanian, Peterson & Jarvenpaa, 2002, 4 Chen & Nath, 2004), and being customized based on time, location and personal profile (Figge, 2004), self-ascribed roll categories (Professional (on duty), private (off duty)) and stance categories (busy, time on hand, waiting) (Dholakia & Dholakia, 2004). According to Kumar and Zahn (2003), the real business drivers for mobile technology were customer interaction and operational efficiency, potentially increasing retailer effectiveness and efficiency. Conceptual studies presented suggestions on mobile marketing value chains consisting of several activities performed by multiple actors (Barnes, 2002, Buellingen & Woerter, 2004, improving communication and sales (Mama...

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Section: Discussionmentioning

confidence: 99%

Mobile marketing: A literature review on its value for consumers and retailers

Ström

Vendel

Bredican

2014

Journal of Retailing and Consumer Services

176

117

View full text Add to dashboard Cite

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“…The research related to mobile advertising has identified a variety of determinants which influence attitudes related to mobile advertising (Haghirian and Inoue, 2007;Vatanparast and Asil, 2007;Varnali and Toker, 2010;Chen et al, 2013). According to Bauer et al (2005), innovativeness, current knowledge and experience influenced consumers' attitude toward mobile advertising.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The proposed research intends to evaluate the impact of key determinants of mobile advertising consumption on the attitudes of young consumers within a technologically and a socially evolving market which is enthusiastically embracing mobile technology and its marketing-related uses. Consumers perceptions related to entertainment, level of control, informativeness and cultural fit have been shown to impact levels of mobile advertising acceptance (Haghirian and Inoue, 2007;Okazaki, 2007). Hence, a thorough understanding of consumer experience towards advertising messages especially in relation to content, source and design is fundamental in gauging their attitudes towards mobile advertising (Palka et al, 2009;Zhang and Mao, 2008;Chen et al, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

Determinants of young consumers' attitude towards mobile advertising in a technologically and a socially dynamic market

Sharif

2017

IJEMR

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Abstract:The aim of this study was to evaluate the impact of affective and cognitive determinants of consumers' attitude towards mobile advertising in the Qatari mobile market which is going through a technological and a social change. The data were gathered using face-to-face and online questionnaire based survey from a sample of 18-24 year old Qatari consumers. A total of 256 questionnaires were collected out of which 227 became part of the data analysis. The results indicated that young consumers' attitude towards mobile advertising in Qatar was favourably influenced by perceived entertainment, degree of innovation, level of informativeness and social norms. At present, young consumers are not too concerned about permission-based mobile advertising as irritation is not a serious issue. Still, marketers need to be careful towards overwhelming or annoying the consumers with irrelevant and excessive mobile advertising.

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“…Son varios los autores que demuestran que el contenido informativo de la publicidad influye en la actitud hacia la publicidad (p.e. DUCOFFE, 1996;BAUER et al, 2005;HAGHIRIAN et al, 2005;HAGHIRIAN e INOUE, 2007).…”

Section: Contenido Informativounclassified

Algunas Reflexiones Sobre El Marketing Y La Publicidad Móvil

Boluda¹,

Mafé²,

Claudio³

2016

3C Tecnología

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RESUMENEl móvil es uno de los medios más novedosos con los que realizar comunicaciones de marketing y año tras año incrementa su importancia en los presupuestos publicitarios de las empresas. El objetivo de este trabajo es estudiar los antecedentes y efectos de esta publicidad aplicando el modelo de persuasión de Batra y Ray (1986) al contexto móvil. ABSTRACTMobile is one of the most innovative advertising media and year after year it increases its share in the companies advertising budgets. The aim of this paper is to study the antecedents and effects of this advertising by adapting the BATRA and RAY (1986) model of persuasion to the mobile context. PALABRAS CLAVEPublicidad móvil; contenido informativo; actitud hacia la publicidad; eficacia publicitaria; Batra y Ray. KEY WORDSMobile advertising; informativeness; attitude towards advertising; effectiveness; Batra and Ray. Inés Küster Boluda, Carla Ruiz Mafé y Christian Damián Claudio ALGUNAS REFLEXIONES SOBRE EL MARKETING Y LA PUBLICIDAD MÓVIL 273C Tecnología (Edición núm. 17) Vol.5 -Nº 1 [25][26][27][28][29][30][31][32][33][34][35][36][37][38][39][40] Área de Innovación y Desarrollo, S.L. ISSN: 2254 -4143 ISSN: 2254 -4143 INTRODUCCIÓNLos teléfonos móviles se han convertido aparentemente en omnipresentes, están en todos lados; desde grandes ciudades hasta pueblos remotos (BAMBA y BARNES, 2007). La evolución tecnológica que se está viviendo en el sector de la telefonía móvil, junto a su integración con otros dispositivos como las tabletas o los portátiles y su creciente uso por los consumidores, lo están convirtiendo en un medio cada vez más importante en la planificación estratégica de las comunicaciones de marketing de las empresas. No en vano, los teléfonos móviles representan la tecnología más utilizada en el mundo, por encima de Internet, los ordenadores y las líneas telefónicas fijas (DÍAZ, 2011).A nivel español, existe una tasa de penetración del 128,4%, con 58,9 millones de líneas, situándose en la media de los países europeos (NETSIZE, 2011). Esta elevada tasa de penetración del móvil es solo un indicador del alto potencial del marketing móvil.La adopción del teléfono móvil ha evolucionado desde un símbolo de estatus por el solo hecho de poseerlo, a una necesidad, y finalmente a un estilo de vida móvil que permite realizar muchas tareas a la vez y que permite simplificar la vida (BLINKOFF, 2001). La tecnología asociada con estos dispositivos se encuentra en continua evolución (SCHARL et al., 2005). Los teléfonos móviles se han convertido en dispositivos multimedia táctiles (smartphones) con los que los usuarios pueden navegar por Internet, descargarse canciones y vídeos, jugar a videojuegos online, acceder a redes sociales y realizar compras. En el mundo empresarial esto se traduce en que móviles, tabletas, PDA's y otros dispositivos se han convertido en elementos fundamentales para muchas transacciones entre empresas y sus clientes, a menudo reemplazando la interacción tradicional entre empleados y clientes por la interacción entre tecnología y clientes...

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An advanced model of consumer attitudes toward advertising on the mobile internet

Cited by 67 publications

References 42 publications

Mobile marketing: A literature review on its value for consumers and retailers

Mobile marketing: A literature review on its value for consumers and retailers

Determinants of young consumers' attitude towards mobile advertising in a technologically and a socially dynamic market

Algunas Reflexiones Sobre El Marketing Y La Publicidad Móvil

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