Impact of Mobile Ad Wearout on Consumer Irritation, Perceived Intrusiveness, Engagement, and Loyalty

Mobile and smart devices provide a platform for firms/brands to communicate directly with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on social media messengers, timelines, walls, etc.). Existing research on human-mobile interaction and end-user mobile management only highlights the positive fronts of repetitive exposures to mobile ads, ignoring the negative. The present study examines the effects of mobile ad wearout on irritation, intrusiveness, engagement, and loyalty via social media outlets. Survey data were solicited from consumers in Jordan, and the partial least squares structural equation modeling (PLS-SEM) technique was applied. Results show that mobile ad wearout is a strong determinant for increased consumer irritation and perceived intrusiveness. Intrusiveness resulted in lower levels of consumer engagement and higher levels of consumer loyalty. Irritation resulted in lower levels of consumer engagement; no changes were observed in consumer loyalty. This study shows managers how mobile ad wearout causes irritation and intrusiveness, which diminishes consumer engagement and loyalty. In essence, managers can gain insights on the positive and negative outcomes of mobile ad wearout. Implications for theory and practice are discussed.

The Impact of Notification Modality and Ambient Sound on Users’ Mobile Interaction

This study investigated the impacts of different notification modalities used in low and high ambient sound environments for mobile phone interaction. Three different notification modalities—Shaking Visual, Shaking Visual + Vibration, and Vibration—were designed and experimentally tested by asking users to conduct a maze task. A total of 72 participants were invited to take part in the experiment through the convenience sampling method. The generated results indicated that (1) the notification modality affects participants’ task completion time, (2) the error rate pertinent to the number of notifications is positively related to the participants’ task completion time, and (3) the ambient sound level and notification modalities impact the overall experience of the participants. The main contributions of this study are twofold. First, it verifies that the multi-dimensional feature of a Shaking Visual + Vibration synesthesia notification design is implementable. Second, this study demonstrated that the synesthesia notification could be feasible for mobile notification, and it was more perceptible by the users.