Does location congruence matter? A field study on the effects of location-based advertising on perceived ad intrusiveness, relevance &amp; value

Hhn, Arief Ernst; Khan, Vassilis-Javed; Ketelaar, P.E.; Riet, Jonathan van ‘t; Konig, Ruben; Rozendaal, Esther; Batalas, Nikolaos; Markopoulos, Panos

doi:10.1016/j.chb.2017.03.003

Cited by 44 publications

(31 citation statements)

References 43 publications

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“…In addition, the small screen of a mobile phone may also make intrusiveness be a negative factor in live video ads. Moreover, intrusive ads may bring the negative emotion to users [35]. Hence, we make Hypothesis 2:…”

Section: Research Hypothesismentioning

confidence: 99%

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.

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Section: Research Hypothesismentioning

confidence: 99%

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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“…Such advertising is perceived by consumers both positively and negatively ). Time, a temporal dimension, and location, a spatial dimension, have been identified as critically important factors in successful MLBA campaigns (Wang et al, 2016) and messages with an appropriate context have a greater positive impact upon the consumer (Hühn et al, 2017;; Lee, Kim, & Sundar, 2015). In addition, this temporal dimension helps to stimulate unplanned purchases since consumers are more likely to consider a mobile promotion that matches their situational context, such as for example connecting through the store logo to receive a discount (Andrews et al, 2016;; Wang et al, 2016).…”

Section: The Personalisation Benefitsmentioning

confidence: 99%

Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Gutiérrez

O’Leary

Rana

et al. 2019

Computers in Human Behavior

160

104

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O'Leary, S.; Rana, Nripendra P.; Dwivedi, Y.K.; Calle, T. CitationGutierrez A, O'Leary S, Rana NP et al (2019) Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor. Computers in Human Behavior. 95: 295-306. Rights AbstractLocation-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The mobile phone users' willingness to disclose their location and other personal information is essential for the successful implementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user experience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a standardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA.Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users.

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“…Prior research highlights location as the major variable determining the success of mobile marketing [30]. Studies in the field of Human-Computer-Interaction identified that customers who received ads congruent to their location perceive these ads as more valuable and relevant compared to non-congruent ads [31]. In a similar vein, Luo et al [15] found that consumers were more likely to redeem mobile coupons for cinema tickets when they were close to the cinema.…”

Section: Direct Effectsmentioning

confidence: 97%

Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising

Schrage¹,

Hubert²,

Linzmajer³

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

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Smartphones have become a vital part of our lives, a personal assistant helping us as customers mastering everyday tasks. For example, the new stationary supermarket Amazon Go implements customers' smartphones as an integral part for completing the grocery shopping process (e.g. used to check-in, for payment). As in-store communication over smartphones becomes increasingly important, retailers pay their attention to mobile in-store advertising, which offers them new perspectives to interact with customers at the point of sale. In this study, we therefore investigate the effectiveness of mobile in-store advertising by empirically examining which combination of message content is most effective for different in-store locations. Drawing on Construal Level Theory, we conduct an online choice experiment, using a simulated supermarket shopping task. Results show that personalization in combination with price promotions are most effective regarding the choice of the target product when spatially close to the product. Moreover, personalization strengthens the impact of ad content at the shelf, representing an amplifying effect on product choice.

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Does location congruence matter? A field study on the effects of location-based advertising on perceived ad intrusiveness, relevance & value

Cited by 44 publications

References 43 publications

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising

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