Mobile advertising and its impact on message acceptance and purchase Intention

Abstract

Advertising is experiencing rapid technological changes that have led to digitalization of media, consequently resulting in the emergence of new media types, such as mobile phones. This has facilitated the easy spread of advertisements among consumers and allowed interaction with them in an easier manner. However, to fully utilize the potential of the mobile phone as an advertising channel, marketers must understand its unique and relevant characteristics and the different approaches that consumers use to interact with this channel. The purpose of this study is to examine the relationship between message relevance, information value, message receiving time, and consumers' permission to receive advertising messages as independent variables and consumers' acceptance of mobile advertising and subsequent effect on purchase intention of promoted products or services using mobile advertising. Based on the information obtained from 205 respondents of Saudi Arabia, the present study attempts to examine the relationship between message relevance, information value, message receiving time, and consumers' permission to receive advertising messages on consumers' acceptance of mobile advertising and subsequent intention to purchase of promoted products using mobile advertising. The findings of the study indicate the positive relationship between informational value, receiving time and consumer permission in consumers' acceptance of mobile advertising. The present study recommends that marketers should pay attention to drivers and obstacles of mobile advertising as a significant marketing tool that influences brand image, competitiveness, and long-term success.

SMS Advertising & its Impact on Consumer Purchase Intention: A Comparative Study of Adults and Young Consumers in Pakistan

“…These characteristics make mobiles an efficient means of communication. SMS (Short Message Service) lies between these modes of communication (Salem, Althuwaini, & Habib, 2018). SMS advertising is a component of mobile marketing that is a form of one-to-one marketing (Ranjbarian, Rehman, & Lari, 2014).…”

The Effect of Contextual Mobile Advertising on Purchase Intention: The Moderating Role of Extroversion and Neuroticism

“…For example, Moore et al (2005) showed that content accuracy helped consumers to absorb advertising into their activated media schemas more easily, and thus a more positive attitude of consumers toward advertising with high content accuracy. Salem et al (2018) studied the effect of mobile advertising on the purchase intention of Saudi Arabia consumers and found mobile advertising acceptance might be influenced not only by the mobile media acceptance of consumers but the relevance of advertising content. The studies above largely suggest that contextual interaction may be beneficial to contextual mobile advertising to integrate with the media environment, reducing disruption to users, and inducing more positive advertising attitudes.…”