Providing a model for investigating the impact of marketing communications / media on acceptance of mobile advertising

Document Type : Research Paper

Authors

1 Associate Professor, Faculty of Management and Humanity, Persian Gulf University, Boushehr, Iran

2 MSc. Student, Business Administration, Persian Gulf University, Boushehr, Iran

Abstract

Today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. In this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.The aim of this study is to analyze the impact of marketing communications / media on acceptance of mobile advertising. The present study is applicable in terms of goal and descriptive in terms of data acquisition. To evaluate the proposed model and hypotheses, data collection from 400 mobile phone users was carried out in the city of Bushehr. For data analysis and model verification, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used, and the relation between the variables in the model based on the results of the path analysis was investigated. The results indicate the positive impact of indices including interaction, credit, entertainment, incentive and informativeness, and the negative impact of resentment on the acceptance of mobile advertising.

Keywords

Main Subjects

References

  • Amen, U. (2010). Consumer Attitude towards Mobile Advertising, Interdisciplinary Journal of Contemporary Research in Business, 2(3).
  • Amin, P., Amin, B. & Patel, R. (2011). SMS marketing: The role of permission and acceptance, IJMM Winter.6(2).
  • Blanco, C., Blasco, M. & Azorín, I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages, Communications of the IBIMA.
  • Beneke, J., Cumming, G., Stevens, A. & Versfeld, M. (2010). Influences on attitude toward mobile text message advertisements: an investigation of south african youth, IJMM,5(1).
  • Chen, P. T. (2011). Personalized mobile advertising: Its key attributes, trends, and social impact, Technological Forecasting & Social Change Department of Business Administration, I-Shou University, (1).
  • Chen, P. T. & Hsieh, H. P. (2012). Personalized mobile advertising: Its key attributes, trends, and social impact, Technological Forecasting & Social Change, (79), 543– 557.
  • Drossos, D., Giaglis, M. & Lekakos, G. (2007). Determinants of Effective SMS Advertising, Journal of Interactive Advertising,7(2): 3- 10.
  • Jingjun Xu, D., Liao, S. & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications, Decision Support Systems, (44): 710–724.
  • Leppaiemi, M. & Karjaluoto, H. (2008). Mobile marketing: From marketing strategy to mobile marketing campaign implementation, International Journal of Mobile Marketing.
  • Li, Y. M. & Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics, Computers in Human Behavior. (26): 673– 684.
  • Liu, C. L., Sinkovics, R., Pezderka, N. & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising: A comparison between Japan and Austria, Journal of Interactive Marketing (26), 21– 32.
  • Lu, H. P. & Su, P. J. (2009). Factors affecting purchase intention on mobile shopping web sites, Internet Research, 19(4): 442 - 458.
  • Mansour, I. (2012). Factors affecting consumer¢s intention to accept mobile advertising in Sudan, Journal of Management Studies, 5(1).
  • Ma, J., Suntornpithug, N. & Karaatli, G. (2009). Mobile advertising: Does it work for everyone? International Journal of Mobile Marketing, 4(2).
  • Megdadi, Y. & Nusair, T. (2011). Factors influencing advertising message value by mobile marketing among Jordanian users: Empirical study, European Journal of Economics, Finance and Administrative Sciences, (31): 1450-2275.
  • Mirbagheri, S. & Hejazinia, M. (2010). Mobile marketing communication: Learning from 45 popular cases for campaign designing, IJMM 5(1).
  • Merisavo, M. et al. (2010). An empirical study of the drivers of consumer acceptance of mobile advertising, Journal of Interactive Advertising, 7(2): 41‐ 50.
  • Motameni, A. Moradi, H. Hemati, A. & Ehghaghi, M. (1391). Motivations for using short message service (SMS) on attitude toward advertising, Outlook Business Administration,(10): 95-115. (In Persian)
  • Naved Khan, M. & Allil, K. (2010). Determinants of mobile advertising adoption: A cross-country comparison of india and syria, IJMM, 5(1).
  • Punyatoya, P. & Durgesh, P. (2011). Attitude towards Mobile Advertising: A Study of Indian Consumers, International Conference on Management, Economics and Social Sciences (ICMESS), Bangkok.
  • Scharl, A., Dickinger, A. & Murphy, J. (2005). Diffusion and success factors of mobile marketing, Electronic Commerce Research and applications, 4(2):159– 173.
  • · Siavashi, M. & Abedin, B. (1388). Investigating Customers' Attitude and Perception toward Mobile Marketing in the ICT Era, Quarterly Journal of Information Technology Management, 1(3). (In Persian)
  • Ünal, S., Ercis, A. & Keser, E. (2011). Attitudes towards mobile advertising: A research to determine the differences between the attitudes of youth and adults, Procedia Social and Behavioral Sciences,(24): 361–377.
  • Vatanparast, R., & Butt, A. (2010). An empirical study of factors affecting use of mobile advertising, IJMM Summer,5(1).
  • Vaziri, F. Vaziri, D. & Mousavi, S. (1389), Factors influencing the attitude toward advertising in general, and mobile ads, 4th international marketing Management Conference.
    • Xu, D. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in china, Journal of Computer Information Systems, 47(2): 9-19.
    • Yang, B., Kim, Y. & Yoo, C. (2012). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations, Journal of Business Research xxx.
·  Hashemian, M., Eisaii, M. T., Michaeli, F. & Tabatabai, M. (1391). Effective factors in adoption of electronic banking by customers (Saman Bank), Quarterly Journal of Information technology management, 4(11): 155- 174. (In Persian)
· Keshtgary, M. & khajehpour, S. (1389). Experimental study stimuli accepting mobile advertising in Iran, The 1st Annual Mobail VAS in Iran, IRIB Conference Center. (In Persian)

Files

Share

How to cite

Statistics