Vietnamese Consumer Attitudes towards Smartphone Advertising

Giao, Hà Nam Khánh; Vương, Bùi Nhất

doi:10.13106/jafeb.2020.vol7.no5.195

Cited by 9 publications

(10 citation statements)

References 26 publications

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“…Entertainment attributes have a positive effect on the creation of advertising value (Hamouda, 2018;Núñez-Barriopedro et al, 2019). Advertising needs to entertain its consumers as it is believed that it can increase the effectiveness of the message as it can help catch consumers' attention (Goodrich et al, 2015) and generate a positive attitude of the viewers (Puwandi, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Also, customers' tolerance for these long ads is getting shorter and shorter each passing day ("Why you should be", 2017), resulting in these ads being perceived negatively (Herhold, 2018). However, consumers also feel annoyed towards ads that are too short (Goodrich et al, 2015). Based on these findings, consumers poorly receive thirty-second mandatory ads called "pre-roll" ads with regards to purchasing intention.…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

et al. 2020

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The research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. Previous research has discussed the factors that affect customers' intention of skipping and ad irritation, centering around the duration of an ad, and whether the ad is skippable. However, no previous research had focused on the relationship between the intention of skipping and ad irritation that consumers experience. The research attempted to fill in the lacuna in the academic literature on the said issue. In doing so, it examined consumers' responses towards the consumers' intention of ad-skipping and irritation. The experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. The research sample comprised 120 respondents spend at least more than 1 hour online. The research employed convenience sampling and the method of Univariate Analysis of Variance Linear Model. IBM SPSS Statistics was used for data analysis. The results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. The research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. Furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

et al. 2020

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“…Subscribers" level of sensation will be reduced. Giao and Vuong (2020) opine that mobile phone advertising should not be perceived as irritating by consumers, implying reasonable message dispatch by marketers.…”

Section: Frequencymentioning

confidence: 99%

“…Literature shows that there exists a positive relationship between informativeness of the bulk SMS and several consumer-related variables (Brackett & Carr, 2011;David, 2016;Giao & Vuong, 2020;Lee, 2017). Almossawi (2014) noticed the relationship between informativeness and consumer attitudes towards SMS adverts.…”

Section: Informativenesmentioning

confidence: 99%

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The Differential Impact of Bulk Text Message Advertising on Consumer Attention

Makudza¹,

MASIYANISE²,

MTISI³

2020

JIDB

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Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers" attention (= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.

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Do pop-up ads in online videogames influence children’s inspired-to behavior?

Abbasi

Rehman

Ting

et al. 2021

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Purpose Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children’s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children’s inspired-to behavior. Design/methodology/approach Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings Results showed that perceived irritation and incentives of pop-up ads do not affect children’s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children’s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value This study contributes to children’s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior.

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Vietnamese Consumer Attitudes towards Smartphone Advertising

Cited by 9 publications

References 26 publications

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

The Differential Impact of Bulk Text Message Advertising on Consumer Attention

Do pop-up ads in online videogames influence children’s inspired-to behavior?

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