Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study

Abstract

Abstract:Mobile advertising has gained substantial momentum in the past decade as it is expected to surpass more than 100 billion dollars in the near future. However, this domain seems to be insufficient in empirical testing. Hence, the aim of the current research was to empirically examine the determinants of mobile marketing having impact on consumers' attitude. These factors were also mediated by emotional value in order to accomplish consumers' related behavioral outcomes. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from 343 university going student as respondents. The Partial Least Square (PLS) two step path modeling was used to test the direct and indirect hypotheses. The results indicate that mobile advertising unique features (i.e., timeliness and personalization) directly and indirectly impact consumers' attitude through emotional value. On the contrary, localization element of mobile advertising has been found insignificant in influencing consumers' attitude. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future research recommendations are discussed consequently.

Unveiling the impact of YouTube advertising on the cognitive attitude of Indian millennials

“…As such, the capacity of an advertisement to create awareness and knowledge makes it a part of a world that is cluttered with information overload as it improves its value and may influence the attitude of customers (Anubha and Shome, 2021). The extant literature has studied advertising attributes in various contexts like social media advertising (Arora and Agarwal, 2019; Sari et al , 2020), internet advertising (An and Kim, 2008), Web advertising (Kim et al , 2010), Facebook advertising (Hamouda, 2018), mobile phone advertising (Haq and Ghouri, 2017), YTAD (Anubha and Shome, 2021; Duffett, 2020), SMS advertising (Salem et al , 2022) and Instagram advertising (Gaber et al , 2019). Advertisement is a convenient and powerful communication technique used by marketers to provide information almost about any product.…”

“…The scholars have undertaken various studies to understand the role of digital advertisements in eliciting favourable responses from consumers in various contexts like social media advertising (Arora and Agarwal, 2019; Sari et al , 2020), internet advertising (An and Kim, 2008), Web advertising (Kim et al , 2010), Facebook advertising (Hamouda, 2018), mobile phone advertising (Haq and Ghouri, 2017), short message service (SMS) advertising (Salem et al , 2022) and Instagram advertising (Gaber et al , 2019). However, none of these studies studied the impact of YTAD on the cognitive attitude of Indian millennials.…”