Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform

Abstract

Examining and analyzing the determinants facilitating consumers’ intention to buy via mobile commerce platforms have untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines various aspects of the advertisements on mobile commerce platforms and analyzes the importance of intention to buy. The goal of the article is to analyze and determine which aspects of the advertisements have an influence on expediting purchase through mobile commerce. The underlying hypothesis for this investigation is the applicability of the perceived advertising value of mobile commerce, positively associated with attitude towards advertising channels. The Facebook social network has been chosen as an advertisement channel as it is the most popular and biggest investment-generated channel. It is also proven that subjective norms are positively associated with the intention to buy via mobile commerce. This, combined with perceived advertising values and attitudes towards Facebook ads on mobile commerce, influenced the intention to buy.

Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews

“…, 1989; Soberman & Xiang, 2022), uniqueness, informative, accurate, product display (Amandeep et al. , 2017; Phau & Lum, 2000) and interactivity (Cvirka et al. , 2022).…”

“…Some of the operationalization of advertising attractiveness can be considered as a stimulus factor for respondents. The point is that advertising attractiveness emphasizes more on the efforts of a firms to provide stimulus to respondents so that they can encourage attitudes and cognitive in making purchase decision (Cvirka, Rudien_ e, & Mork unas, 2022;Kergoat et al, 2017).…”

Uždaros visuomenės fenomenologija Antano Vienuolio „Paskenduolėje“: antropologiniai profiliai

“…Vaičiulaitis (1936, p. 85-103) savoje Vienuolio prozos realizmo formų analizėje "Paskenduolės" net nepamini, o tarybinė kritika ją priskyrė kaip tik realistinei Vienuolio prozai ir interpretavo draminį bendruomenės ir žmogaus konfliktą plėtodama dvi apsakymo realizmo kryptis -socialinės kritikos ir psichologinio realizmo. "Paskenduolėje" akivaizdi uždaros visuomenės kritika nesunkiai ir tarybinei ideologijai parankiai leidosi perrašoma socialistinio realizmo kalba -"buržuazinio kaimo" klasinės santvarkos terminologija (Cvirka, 1959(Cvirka, [1947Korsakas, 1947, p. 13;Stonys, 1966, p. 275;Venclova, 1952;Žėkaitė, 1957, p. 77-87), kuri nušviečia Veronikos baigtį kaip liaudies priespaudos padarinį, kapitalizmui ir bažnyčiai suformavus itin ribotą kaimo žmonių savimonę ir socialinę laikyseną. Kapitalistinio išnaudojimo sąlygų lemtas žmonių tamsumas, prietaringumas, "religin[is] fanatizm[as]" (Venclova, 1976(Venclova, [1957, p. 323) ir net "idiotizmas" (Černiauskienė, 1960; Žėkaitė, 1957, p. 80, 84) čia parodoma kaip paprasto žmogaus sunaikinimo priežastys.…”

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

“…Interestingly, source appearance (SA) in the mobile advertising context is less explored. Prior studies have mainly focused on the social media influencers' credibility (Weismueller et al, 2020), attractiveness, expertise, trustworthiness (Wiedmann and von Mettenheim, 2020;Cvirka et al, 2022) and impact on customer purchase intention (Kurdi et al, 2022). The source's physical attractiveness provokes customer sentiments (Samarasinghe, 2018;Kim and Park, 2023) where the mobile users tend to match their actual and ideal selves with the source in the ads (Xu and Pratt, 2018) for meanings as well as associations (Shan et al, 2020).…”