Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives

During the last decade, research on new technologies such as virtual reality and augmented reality in the context of marketing has gained notable attention from the marketing researchers. Researchers are trying to understand consumer behaviour with the aid of new technologies, but only a few consumer behaviour theories are being used in the context of marketing, for example, theory of planned behaviour, self‐determination theory, technology acceptance model, uses & gratification theory and innovation diffusion theory. These theories can successfully predict consumer's motivation, behavioural intentions and technology adoption. However, they are unable to explicate the effectiveness of promotional messages and content marketing on consumer's change in attitude and decision making. Surprisingly, theories that are actually capable to do so, for example, elaboration likelihood model (ELM), have been overlooked by the researchers. This could be because classical theories are unable to comprehend the new technologies, and hence, it is pertinent to enhance the spectrum of the classical theories. Therefore, the goal of this theory‐based systematic literature review is to assess the ELM literature to address the existing research gaps in the marketing literature. The research string used in this study was developed by using Boolean operators to search databases, and Preferred Reporting Items for Systematic Reviews and Meta‐Analyses framework was adopted to increase the efficiency of the searching process. A total of 762 suitable articles were considered for the initial screening, however, only 68 articles met the inclusion criteria and were included in the study. These articles were analysed to propose future research agenda by including the under‐looked constructs and theories.

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“…Lu et al. (2019) have used the constructs of ECM such as interactivity confirmation and satisfaction to study product loyalty.…”

Section: Discussion and Suggestions For Future Researchmentioning

confidence: 99%

“…Expectation confirmation model (ECM) helps in predicting the consumer's repurchase behaviour, continued usage intentions and product loyalty (Oliver, 1980). Lu et al (2019) have used the constructs of ECM such as interactivity confirmation and satisfaction to study product loyalty.…”

Section: Theory Of Planned Behaviour (Tpb) Helps In Predicting Behaviouralmentioning

confidence: 99%

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

Shahab

Ghazali

Mohtar

2021

Int J Consumer Studies

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“…The ECM model, therefore, is proved to interpret the continuance usage intention successfully, both in information technology and service marketing [42,52,53]. Thus far, the ECM also has played a strong theoretical base to comprehend users' (consumers') continuance and repurchase intentions in various contexts, such as e-magazines [54], mobile advertising [55], mobile payment [56], e-government service [57], and recently, AIpowered service agents [42]. Additionally, a meta-analysis of Ambalov [58] reported that the ECM was a relevant theoretical foundation to examine the satisfaction and continuance intention of IS' users.…”

Section: Expectation-confirmation Modelmentioning

confidence: 99%

Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development

Nguyen

Chiu

Le³

2021

Sustainability

108

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To improve customer experience and achieve sustainable development, many industries, especially banking, have leveraged artificial intelligence to implement a chatbot into their customer service. By integrating DeLone and McLean’s information systems success (D&M ISS) model and the expectation confirmation model (ECM) with the factor of trust, the aim of this study was to investigate the determinants of users’ continuance intentions towards chatbot services in the context of banking in Vietnam. A total of 359 questionnaire surveys were collected from a real bank’s chatbot users and analyzed using structural equation modeling. The findings revealed that users’ continuance intentions towards the banks’ chatbot services were influenced by satisfaction, trust, and perceived usefulness, of which trust had the strongest effect. The results also indicate that information quality, system quality, service quality, and confirmation of expectations had significant effects on three drivers of continuance intention in different ways. Our study contributes to the literature by providing a more comprehensive viewpoint to understand the perceptions and reactions of chatbot users in the post-adoption stage. The results of this study also yield several key suggestions for banking service providers on how to increase their customers’ intentions to continue using chatbot services, serving as a basis for long-term and sustainable development strategies in the current digital era.

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“…Such experience, consequently, leads to resultant consumer behaviors (to use the service or not; Sheth et al 1991). The consumer value and behavioral model has been adopted in diverse topics, such as mobile services (Jung et al 2018), mobile advertisements (Lu et al 2019), and mobile learning (Baydas and Yilmaz 2018). Most studies, however, have focused on the functional aspects of information technology.…”

Section: Consumer Value and Behaviormentioning

confidence: 99%

Connecting through Technology: Smartphone Users’ Social Cognitive and Emotional Motivations

Youn

2019

Social Sciences

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Smartphones provide various services not only for social purposes but also for personal desires. This study aims to understand the multi-dimensional motivations of smartphone users. An extended motivational framework was developed using perceived benefits (i.e., expected benefits) and social influence (i.e., social identity achieved from mobile social media) from a social cognitive perspective, which was then expanded to incorporate the second-order construct of emotional attachment (i.e., emotional desires). This study examines the effects of motivations on value perceptions, which consequently explains current smartphone use. Structural equation modeling (SEM) was used, and data collected from 738 current smartphone users were analyzed. Regarding the results, expected benefits (i.e., information seeking, entertained activity, self-reactiveness, and immediate access), social influence (i.e., social identity achieved from mobile social media), and emotional desires (i.e., emotional attachment) explained value perceptions (i.e., social, hedonic, and utilitarian values) which positively influence the recent use of smartphones.

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Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives

Cited by 73 publications

References 94 publications

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development

Connecting through Technology: Smartphone Users’ Social Cognitive and Emotional Motivations

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