scholarly journals Mobile advertising effectiveness

2007 ◽  
Author(s):  
Δημήτριος Δρόσος
Keyword(s):  
Advertising Effectiveness ◽  
Mobile Advertising

scholarly journals THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

2021 ◽  
Author(s):  
SONG-SONG ZHAO
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Purchasing Intention ◽  
Development Direction ◽  
Contextual Advertising ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence

2013 ◽  
Vol 11 (4) ◽  
pp. 1-18
Author(s):  
Gözem Güçeri-Uçar
Keyword(s):  
Peer Influence ◽  
Strong Predictor ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Unique Contribution ◽  
Mobile Advertising ◽  
Unified Framework ◽  
Marketing Campaign ◽  
Intention To Participate ◽  
The Relationship

This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.

Time: It’s On Your Side

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Real Time ◽  
Positive Response ◽  
Time Of Day ◽  
Advertising Effectiveness ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
Individual Consumer ◽  
Coupon Redemption ◽  
Day Of The Week ◽  
The Relationship

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: time. It addresses questions such as: How can advertisers use time to their advantage to reach their target audience? Now that smartphones give advertisers the opportunity to reach an individual consumer in real time, what is the secret to getting the timing and the ad right? What is the best way to deliver a timely advertisement that will trigger a positive response? The chapter discusses advertising effectiveness based on time of day, advertising effectiveness based on day of the week, effectiveness of coupon redemption windows, the relationship between redemption windows and geography, and mobile advertising and its effect on different stages of the purchase funnel.

The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements

E-Marketing ◽  
2012 ◽  
pp. 836-850
Author(s):  
Mika Westerlund ◽  
Risto Rajala ◽  
Tuure Tuunanen ◽  
Jari Salo
Keyword(s):  
Hierarchical Structure ◽  
Mobile Device ◽  
Behavioral Intention ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Mobile Advertising ◽  
New Model ◽  
The Hierarchical Structure

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements

2011 ◽  
pp. 185-199
Author(s):  
Mika Westerlund ◽  
Risto Rajala ◽  
Tuure Tuunanen ◽  
Jari Salo
Keyword(s):  
Hierarchical Structure ◽  
Mobile Device ◽  
Behavioral Intention ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Mobile Advertising ◽  
New Model ◽  
The Hierarchical Structure

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements

2009 ◽  
Vol 1 (4) ◽  
pp. 1-15 ◽  
Author(s):  
Mika Westerlund ◽  
Risto Rajala ◽  
Tuure Tuunanen ◽  
Jari Salo
Keyword(s):  
Hierarchical Structure ◽  
Mobile Device ◽  
Behavioral Intention ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Mobile Advertising ◽  
New Model ◽  
The Hierarchical Structure

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

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