Understanding mobile advertising acceptance: an integrative approach

Özçam, Dilek Sağlik; Kuşçu, Aslı; Yozgat, Uğur

doi:10.1504/ijmc.2015.070061

Cited by 5 publications

(3 citation statements)

References 49 publications

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“…Specifically, researchers have explored how a user's degree of technology acceptance predicts adoption of mobile phone functions such as news retrieval (Chan-Olmsted, Rim and Zerba, 2013), games (Chen and Kuan, 2012), and acceptance to mobile phone advertising (Özçam, Kuşçu and Yozgat, 2015). Lai and Shi (2015) employed the unified theory of acceptance and use of technology (UTAUT2) model to explain the impact of privacy concern on use of social media apps and instant messaging.…”

Section: Literature Reviewmentioning

confidence: 99%

Attitudes towards in-app advertising: a uses and gratifications perspective

Logan¹

2017

IJMC

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This multi-phase study contributes to the uses and gratifications literature by focusing on young adults in the USA and their use of smartphone applications (apps) in the belief that a thorough understanding of the gratifications sought (GS) from smartphone apps will provide guidance to advertisers regarding the relative levels of involvement associated with each type of app. The first stage addressed scale development. Focus groups and surveys were conducted to develop scales for GS by young adults. Surveys were fielded to provide an exploratory factor analysis and subsequent confirmatory factor analysis. The second stage of the research addressed the relationships between GS, gratifications obtained from specific smartphone apps, and attitudes toward advertising on those apps. Results suggest that consumers are most tolerant of in-app advertising when it is encountered in apps used for assistance and informational purposes.

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Section: Literature Reviewmentioning

confidence: 99%

Attitudes towards in-app advertising: a uses and gratifications perspective

Logan¹

2017

IJMC

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“…Aunque este modelo se ha aplicado principalmente en cuestiones relacionadas con la adopción de tecnología en las organizaciones, también se ha aplicado en contextos más generales relacionados con la adopción y el uso de diferentes innovaciones tecnológicas por parte de los consumidores (Davis, Bagozzi, & Warshaw, 1989;Venkatesh, 2000). En el caso de la decisión de un consumidor de adoptar una app móvil, los motivadores incluyen la ventaja relativa que ofrece la app, el nivel de ajuste de la innovación ofrecida por las apps a las pautas de uso existentes, la complejidad percibida en el uso de la app, el riesgo percibido asociado al uso de la app, así como el nivel en el que el uso de la app es percibido y fomentado por otras personas (Özçam, Kusçu, & Yozgat, 2015).…”

Section: Estudios Sobre La Adopción De Las Appsunclassified

Investigación del consumidor de aplicaciones móviles: hallazgos y perspectivas de estudio

Robayo-Pinzón¹

2020

WPMGEM

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El incremento en el uso del smartphone y las apps móviles ha generado para lasmarcas múltiples oportunidades de interacción con sus consumidores. En cuantoal tiempo de uso, se destacan las apps de redes sociales y mensajeríainstantánea, representando más del 50% del tiempo total de uso diario de lossmartphones. Para abordar este fenómeno, la investigación del consumidor se haenfocado principalmente en el proceso de adopción de estas soluciones móviles,destacándose la aplicación del modelo de aceptación de la tecnología. Por otraparte, se ha investigado la experiencia del usuario a través de la combinación detécnicas como el customer journey mapping y el eye tracking. Esto ha permitidoexplorar el proceso de compra de los usuarios en apps de comercio,principalmente en categorías de vestuario y calzado. Otro hallazgo relevante paralas marcas consiste en las importantes diferencias que se han encontrado a nivelde usabilidad y valor percibido entre la página web y la app móvil de un mismoservicio. Se requiere entonces un minucioso estudio durante la fase de desarrollode la app, para adaptar el contenido, las herramientas y la usabilidad de acuerdoal perfil y las expectativas del segmento de consumidores que se busca atraer.Finalmente, el estudio de la adopción, uso y valor percibido por parte de losconsumidores con respecto a las apps móviles es un campo en pleno crecimiento,con desarrollos constantes en múltiples categorías de servicios.

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“…Mobile media have become a promising channel for advertising, and much research has examined users' responses to mobile advertising (e.g., Chen, Su and Yen, 2014;Chutijirawong and Kanawattanachai, 2014;Özçam, Kuşçu and Yozgat, 2015;Park and Ohm, 2014;Sanz-Blas, Ruiz-Mafé and Martí-Parreño, 2015). Considering the popularity of games in mobile media, advertisers have started to pay close attention to mobile games as an important platform for IGA (eMarketer, 2013a(eMarketer, , 2015.…”

Section: Introductionmentioning

confidence: 99%

Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

Kim

Lee

Hwang

et al. 2016

IJMC

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This study examined the effects of ad prominence and persuasion knowledge (PK) priming on game users' responses to in-game ads, the advertised brands, and the game. The experimental results suggested that game players showed more negative attitudes toward the brand and the game in response to high prominence ads. In addition, there was a significant interaction between ad prominence and PK priming on recall and attitudes. High prominence ads resulted in better product recall, only when PK was not primed. In contrast, high prominence ads resulted in more negative attitudes toward the game and game players' lower intention to play the game in the future, only when PK was primed. These results suggest that high prominence ads might be preferred when PK is not primed, whereas low prominence ads might be preferred when PK is primed. This study contributes to research on the effects of in-game ads in mobile games and provides practical implications for advertisers and game developers.

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Understanding mobile advertising acceptance: an integrative approach

Cited by 5 publications

References 49 publications

Attitudes towards in-app advertising: a uses and gratifications perspective

Attitudes towards in-app advertising: a uses and gratifications perspective

Investigación del consumidor de aplicaciones móviles: hallazgos y perspectivas de estudio

Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

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