Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective

Soroa-Koury, Sandra; Yang, Kenneth C. C.

doi:10.1016/j.tele.2009.06.001

Cited by 110 publications

(70 citation statements)

References 24 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The use of celebrity endorsers or reference groups may also be a good tool to increase the effectiveness and adoption of mobile advertising (Soroa-Kaura & Yang, 2010). Consequently, the success of mobile advertising largely depends on consumers' receptiveness towards it and, at present, research indicates that in comparison to older generations, the youth are more accepting of mobile advertisements (Muk, 2007).…”

Section: Introductionmentioning

confidence: 99%

African Generation Y Students’ Mobile Advertising Usage

Sharp¹

2014

MJSS

View full text Add to dashboard Cite

show abstract

Section: Introductionmentioning

confidence: 99%

African Generation Y Students’ Mobile Advertising Usage

Sharp¹

2014

MJSS

View full text Add to dashboard Cite

show abstract

“…This could be because the enhanced potential for personalization and customization means that consumers place greater importance on their level of trust in the marketer. For consumers to engage in this channel they must trust the value-exchange process (Quelch, and Klein, 1996;Siau, and Shen, 2003), but some might perceive the mobile channel to be riskier than brick-and-mortar or even web-based service environments (Soroa-Koury and Yang, 2009;Komulainen, Mainela, Ta¨htinen, and Ulkuniemi, 2007;Siau and Shen, 2003;Gerstheimer and Lupp, 2004).…”

Section: Introductionmentioning

confidence: 99%

Do Consumers Trust Mobile Service Advertising?

Davis

Sajtos

Chaudhri

2011

CMR

View full text Add to dashboard Cite

Mobile services have rapidly become an important way for consumers to communicate, encounter services and exchange information. Marketers are increasingly using this channel for brand related advertising communications. However they have found that consumers are reluctant to try and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has established trust. This research investigates whether consumers trust advertising communications sent by marketers through mobile service channels. To answer this question we measure trust-related factors that are antecedent to the consumer"s overall trust in these advertising communications and their relationship to the consumer"s willingness to buy the advertised brand. Our model was tested using structural equation modeling. The results indicate that the reputation of the vendor, disposition to trust, structural assurance, perceived ease of use, third party assurance and perceived privacy have the highest impact on consumer trust and willingness to buy.

show abstract

“…According to TRA (Ajzen and Fishbein, 1975;Ajzen, 1991) beliefs (both cognitive and affective) influence attitude (positively or negatively). Therefore, in order to understand attitude, the determinants shaping that attitude need to be assessed (Kuo and Yen, 2009;Soroa-Koury and Yang, 2010). In relation to the usage of mobile advertising, UGT has identified a mix of utilitarian (to include informativeness, innovativeness and personalisation) and non-utilitarian (to include entertainment, irritation, control and social norms) motives (Wei et al, 2010).…”

Section: Research Framework and Hypothesesmentioning

confidence: 99%

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

Sharif

2017

IJEMR

View full text Add to dashboard Cite

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.

show abstract

Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective

Cited by 110 publications

References 24 publications

African Generation Y Students’ Mobile Advertising Usage

African Generation Y Students’ Mobile Advertising Usage

Do Consumers Trust Mobile Service Advertising?

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

Contact Info

Product

Resources

About