How smartphone advertising influences consumers' purchase intention

Martins, José; Costa, Catarina Batista da; Oliveira, Tiago; Gonçalves, Ramiro; Branco, Frederico

doi:10.1016/j.jbusres.2017.12.047

Cited by 400 publications

(434 citation statements)

References 63 publications

Supporting

Mentioning

274

Contrasting

Unclassified

Order By: Relevance

“…Page |92| Emerging Markets Journal behavior (Martins et al 2019). Previous studies indicate that, the increase in purchase intention reflects the increase in the possibility of purchase.…”

Section: The Impact Of Perception Related Social Media Marketing Applmentioning

confidence: 99%

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Ceyhan

2019

emaj

View full text Add to dashboard Cite

Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and cocreation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

show abstract

“…Page |92| Emerging Markets Journal behavior (Martins et al 2019). Previous studies indicate that, the increase in purchase intention reflects the increase in the possibility of purchase.…”

Section: The Impact Of Perception Related Social Media Marketing Applmentioning

confidence: 99%

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Ceyhan

2019

emaj

View full text Add to dashboard Cite

show abstract

“…Purchase intention is the subjective probability that consumers choose to purchase products, which can predict consumers' purchasing behaviors in certain conditions (Mullet and Karson, 1985;Martins et al, 2019). Previous research on the impact of online reviews on purchase intention has focused primarily on quality, quantity, valence, similarity, etc.…”

mentioning

confidence: 99%

The interaction effect of online review language style and product type on consumers’ purchase intentions

et al. 2020

View full text Add to dashboard Cite

Previous research has proved that online reviews on purchased goods can observably affect consumers' evaluation of products, purchase decisions, and purchase behaviors. This study classify online reviews into literal reviews and figurative reviews according to content features and language style. Product type is taken as a moderator to explore the impact of language style of online reviews on consumers' purchase intentions from the perspective of social presence. Based on two studies in China, the matching between online language style and product type is explored, which has an interactive effect on consumers' purchase intention. Social presence plays a mediating role. When purchasing search products, literal (vs. figurative) online reviews give consumers stronger social presence, resulting in higher purchase intentions. When purchasing experience products, consumers have stronger social presence because of figurative (vs. literal) online reviews, thus enhancing purchase intentions. The results not only expand the antecedent of social presence, but also offer several practical implications for online practitioners.

show abstract

“…Previous research focused on the selfreported media effects of smartphone advertising (Martins, Costa, Oliveira, Gonçalves, & Branco, 2018) or exposing the viewer to idealized female images (Wan, Ansons, Chattopadhyay, & Leboe, 2013) and congruent product-voice combinations (Rodero et al, 2013). Previous research focused on the selfreported media effects of smartphone advertising (Martins, Costa, Oliveira, Gonçalves, & Branco, 2018) or exposing the viewer to idealized female images (Wan, Ansons, Chattopadhyay, & Leboe, 2013) and congruent product-voice combinations (Rodero et al, 2013).…”

Section: Discussionmentioning

confidence: 99%

Neural correlates of gender congruence in audiovisual commercials for gender‐targeted products: An fMRI study

Casado‐Aranda

Laan

Sánchez‐Fernández

2018

Human Brain Mapping

View full text Add to dashboard Cite

This article explores neural and self-report responses to gender congruence in product-voice combinations in commercials. An fMRI study was carried out in which participants (n = 30) were presented with gender-targeted pictures of characteristic male or female products accompanied by either gender congruent or incongruent voices. The findings show that attitudes are more positive toward commercials with gender congruent than with gender incongruent product-voice combinations. fMRI analyses revealed that primary visual brain areas, namely calcarine and cuneus, responded stronger to congruent than incongruent combinations suggesting that participants enhanced their endogenous attention toward congruent commercials. Incongruent combinations, by contrast, elicited stronger activation in areas related to the perception of conflicts in information processing and error monitoring, such as the supramarginal, inferior parietal gyri and superior, and middle temporal gyri. Interestingly, increased activation in the posterior cingulate cortex (an area related to value encoding) predicted more positive attitudes toward congruent commercials. Together, these results advance our understanding of the neural correlates of processing congruent and incongruent audiovisual stimuli. These findings may advice advertising professionals in designing successful campaigns of everyday products, namely by making use of congruent instead of incongruent product-voice combinations.

show abstract

How smartphone advertising influences consumers' purchase intention

Cited by 400 publications

References 63 publications

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

The interaction effect of online review language style and product type on consumers’ purchase intentions

Neural correlates of gender congruence in audiovisual commercials for gender‐targeted products: An fMRI study

Contact Info

Product

Resources

About