Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness

2011 ◽  
Vol 5 (1) ◽  
pp. 15
Author(s):  
Justin Beneke
Keyword(s):  
Path Analysis ◽  
Conceptual Model ◽  
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.

The Effect of E-Money on the Non-Financial Performance of Banks

2018 ◽  
pp. 1426-1438
Author(s):  
Mohsen Shafiei Nikabadi ◽  
Seyed Mahmoud Mousavi
Keyword(s):  
Structural Analysis ◽  
Customer Satisfaction ◽  
Financial Performance ◽  
Path Analysis ◽  
Conceptual Model ◽  
Random Sample ◽  
Research Process ◽  
Factor Analyses ◽  
University Lecturers

This study is to explore the effect of the various aspects of e-money on the non-financial performance of banks. The population included all clients of Bank Mellat in the capital of Tehran, who use e-money services. A random sample of 404 of the clients was selected. Further, to collect data, the researchers developed a questionnaire with a Cronbach's Alpha of 0.891, which was validated by university lecturers and experts in banking and structural analysis. In order to analyze the problem and test the conceptual model of the study, factor analyses of first and second ranks, as well as path analysis were utilized. Throughout the research process, e-money was categorized into card-based and network-based types, and the non-financial performance of banks was measured in three indices of customer satisfaction, diversity of services offered by the banks, and the quality of those services. Findings suggest that e-money affects the non-financial performance of banks and its sub-factors, where the effect is more conspicuous on customer satisfaction and quality of services, compared to service diversity.

Factors Affecting Mobile Advertising

2010 ◽  
pp. 58-76 ◽  
Author(s):  
Ramin Vatanparast
Keyword(s):  
Conceptual Model ◽  
Influencing Factors ◽  
Direct Marketing ◽  
Point Of View ◽  
Mobile Advertising ◽  
Comprehensive Understanding ◽  
Holistic View ◽  
Factors Affecting ◽  
Targeted Advertising ◽  
Novel Approach

Mobile advertising holds strong promises to become the most highly targeted advertising medium offering new ways to target messages to users. By utilizing mobile advertising, companies can run marketing campaigns targeted to tens of thousands of people with a fraction of the costs and time in comparison to other direct marketing mediums. However, as mobile advertising is a novel approach, many aspects of it still need further investigation. Little is known regarding the effectiveness of mobile advertising campaigns and the factors contributing to their success. This chapter aims to provide a comprehensive understanding of the advertising space and its influencing factors. First, the study investigates factors that influence mobile advertising from both the industry’s and consumer’s point of view. Second, based on a review of previous studies in the field, the author proposes a conceptual model for mobile advertising, which categorizes the factors in different groups and provides a holistic view of their impact in the mobile advertising space.

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

2017 ◽  
Vol 21 (4) ◽  
pp. 367-374 ◽  
Author(s):  
Tijo Thomas ◽  
Johney Johnson
Keyword(s):  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Sampling Method ◽  
Advertising Effectiveness ◽  
Effectiveness Research ◽  
Mediating Role ◽  
Area Sampling ◽  
The Impact

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

Market structure, strategic choices and bank performance: a path model

2014 ◽  
Vol 40 (6) ◽  
pp. 538-564 ◽  
Author(s):  
Samir Belkhaoui ◽  
Lassaad Lakhal ◽  
Faten Lakhal ◽  
Slaheddine Hellara
Keyword(s):  
Market Structure ◽  
Path Analysis ◽  
Conceptual Model ◽  
Market Share ◽  
Indirect Effect ◽  
Commercial Banks ◽  
Strategic Choice ◽  
Bank Performance ◽  
Analysis Method ◽  
Content Type

Purpose – The purpose of this paper is to develop and test a conceptual model of bank performance. Design/methodology/approach – The papers build a system of causal relationships between market structure, strategic choice and bank performance using the path analysis method. The sample includes commercial banks from 11 emerging countries. Findings – Results show that market structure has a positive and indirect effect on bank performance, and that market share has a positive and direct effect on bank performance. Strategic variables related to risk taking and diversification affect directly and indirectly bank performance. The indirect effect occurs via market share. The results suggest that the mediating role played by the strategic choice in the relationship between market structure and performance is complete. Originality/value – The contribution of this paper is threefold. The first one is to develop a conceptual model to explain bank performance. The model includes simultaneously direct and indirect causal relationships between market structure, strategic choice and bank performance. The second one is the use of the path analysis method to estimate the direct and indirect relationships. The third one is related to the sample including commercial banks in emerging markets.

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.

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