An Empirical Examination of Customer Perceptions of Mobile Advertising

Abstract

A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertising are ineffective and require a careful reevalu-ation on the part of mobile commerce firms. The second stage of the research validates a Fishbein and Ajzen's Theory of Reasoned Action model. It is found that positive actions on the received advertisements are significantly influenced by strong intentions; strong intentions are influenced significantly by favorable attitudes, and favorable attitudes are influenced significantly by strong motives. Implications for e-commerce application developers and marketers are discussed.

Malaysian Consumers Attitude towards Mobile Advertising, the Role of Permission and Its Impact on Purchase Intention: A Structural Equation Modeling Approach

“…mobile advertisements) and very much easier to be persuaded (Bauer, Barnes, Reichardt, & Neumann, 2005;Lutz, 1985;Mehta, 2000;Spurgeon, 2005). Conversely, if they have negative attitude towards general advertising, there will portray a negative reaction against mobile advertising (Drossos, Giaglis, Lekakos, Kokkinaki, & Stavraki, 2007;Lee, Tsai, & Jih, 2006). Nonetheless, those statements are consistent with findings reiterated by Ajzen (1991) which stated that attitude has a significant contribution towards prediction of intention.…”

“…However in some conditions, relationship between attitude and intention can be different (Nysveen, et al, 2005), less stable and can be easily changed (Bauer, et al, 2005). The positive or negative attitude depends on situation or factors that influence them during the time they want to perform a particular behavior (Carroll, Barnes, Scornavacca, & Fletcher, 2007;Lee, et al, 2006). Past literatures portrayed an interesting pattern about consumers' attitude towards mobile advertising and usually indicated mixed findings from one research to another (Hoyer & MacInnis, 2004;Schlosser, Shavitt, & Kanfer, 1999).…”

Drivers of three SMS ad responses

“…The fi rst two can be categorised as content of the message and, consistent with previous studies 35,36 appears to be one of the most important aspects of an SMS ad.…”

Time-Sensitive Analysis of Value Based Micro-blogs

“…The loyalty of fans or followers to websites is reflected by their visits and these visits are derived from a well-placed ad banner or pop-up showing a piece of chat, news, virtual-reality life [1], thought, image sharing, or information on an internet platform [1]. Inside this online community, views on a picture or an attention grabbing post typed by a well-known celebrity gives a more entertaining and interesting aspect through browsing the web.…”

“…As smart phones become a major form of mobile platform, social apps are developed and many lives have been changed leading to social times from a friendly physical gathering to 24/7 virtual existence [1]. These apps include micro-blogging networks such as Twitter and Weibo, video-sharing applications such as YouTube, image-sharing applications such as Instagram, map applications such as Google Map and Baidu Map, and social networking applications such as Facebook and WeChat.…”