Key factors of teenagers' mobile advertising acceptance

Abstract

Purpose -The purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance. Design/methodology/approach -A proposed model of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested using structural equation modelling. Findings -Findings show that entertainment, irritation and usefulness are key drivers of teenagers' attitude toward mobile advertising. Moreover, perceived usefulness reduces irritation. The authors' model also suggests that improving teenagers' attitude toward mobile advertisements is a key factor for teenagers' mobile advertising acceptance. Practical implications -This research offers practical implications for marketing managers interested in targeting mobile advertising campaigns to teenagers. Marketers should take care of the number and frequency of messages being sent in order to avoid teenagers being irritated by their advertising attempts. Marketers can improve attitude through message personalization, content relevance and enriching the sales messages with entertainment features. Originality/value -While consumer-driven factors such as perceived control or trust have deserved a lot of attention, little research has focused on the role of emotions on attitude and behaviour towards mobile advertising. This paper combines the influence of cognitive and affective message-driven factors on teenagers' attitude and behaviour towards mobile advertising.

Factors Affecting Consumer Attitude towards Financial Adverts in Ghana’s Banking Industry

“…Second, our findings highlight shows that the quality of financial advert information plays a critical role in inducing positive attitudes in bank customers towards financial products as already found in some previous studies (e.g., Ducoffe, 1995;Parren˜o et al, 2013;. In particular, our findings support those of Parren˜o et al (2013), who found perceived usefulness of advert information had positive effect on attitude.…”

“…Consumers are intrinsically motivated to be happy and develop positive attitude towards a given product, when financial ads are perceived as entertaining, fulfilling the consumers" hedonic desires (Loken, 2008;Wong, 2004). Consistent with motivation theories, previous studies have established a positive relationship between advert"s entertainment and consumer attitude and acceptance of financial ads and its intended products (Chowdhury et al, 2006;El-Adly, 2010;Parren˜o et al, 2013). Consequently, highly entertaining financial ads are likely to yield positive consumer attitude than non-entertaining financial ads.…”

“…Both sorts of avoider, however, had negative attitudes or tended to have negative attitudes to TV ads for not showing them products which were consistent with their personality or lifestyle. Parren˜o et al (2013) found that irritation, perceived usefulness, and entertainment as main drivers of attitude toward mobile advertising and that perceived usefulness can reduce consumers" perceived irritation among teenage consumers. They found that cognitive drivers such as perceived usefulness and irritation, affective drivers such as perceived entertainment and enjoyment are important factors in teenagers" acceptance of mobile advertisement.…”

“…When advertising contents present information or techniques that annoy, offend, insult consumer values, or are overly manipulative, consumers are likely to perceive it as irritating and unwanted (Ducoffe, 1996;Chowdhury et al, 2006;Parren˜o et al, 2013). Like entertainment, Irritation has been studied as an emotional outcome ( Van der Waldt et al, 2009) that is a direct opposite of enjoyability, and that influences consumer attitude towards advertising, (Saadeghvaziri & Seyedjavadain, 2011;Van der Waldt et al, 2009).…”

“…Past studies have established that irritation of advertising content could induce negative effect on consumer attitude (Ducoffe, 1996;Chowdhury et al, 2006;Parren˜o et al, 2013). Consequently, when consumers perceive financial adverts as irritating, they are likely to avoid the ads altogether (El-Adly, 2010), and in some cases even spread negative word of mouth communication about the financial product being advertised.…”