A meta-analytic review of mobile advertising research

Maseeh, Haroon Iqbal; Jebarajakirthy, Charles; Pentecost, Robin; Ashaduzzaman, Md.; Arli, Denni; Weaven, Scott

doi:10.1016/j.jbusres.2021.06.022

Cited by 51 publications

(56 citation statements)

References 105 publications

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“…In line with the findings from the prior studies, a significant positive result was found between the trendiness and perceived advertising value (Algharabat, 2017;Firat, 2019). This finding underscores the significance of disseminating the latest and trendiest information related to the brands, for example, product benefits, compatibility features, and safety guidelines that help the consumer to understand the product and how to maximize their use ( Van-Tien Dao et al, 2014;Maseeh et al, 2021). Furthermore, in line with the finding of prior sties, our results demonstrate that effective social media advertising serves as a crucial venue for consumer-brand social interchange, strengthening consumers' desire to engage in the ongoing value co-creation process (Spurgeon, 2015;Orazi et al, 2016).…”

Section: Discussionsupporting

confidence: 81%

Section: Discussionmentioning

confidence: 94%

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Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

2022

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Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers’ online brand purchase intention.

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Section: Discussionsupporting

confidence: 81%

Section: Discussionmentioning

confidence: 94%

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

2022

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“…Book chapters, PhD theses and Master theses) were omitted. Only published scholarly works were considered because a) the probability of getting the representative sample of all the unpublished studies is low, b) the quality of unpublished studies is questionable because of the absence of the peer-review process and c) the exclusion of unpublished work does not affect the findings of a meta-analysis (Bergh et al , 2016; Dalton et al , 2012; Maseeh et al , 2021b). The fourth delimiting condition was that empirical papers using methods other than quantitative methods should be excluded from the list of papers, resulting in 16 papers being excluded (i.e.…”

Section: Methodsmentioning

confidence: 99%

Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour

Ashaduzzaman

Jebarajakirthy

Weaven

et al. 2022

EJM

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Purpose Collaborative consumption (CC), a unique business model, provides several monetary and non-monetary benefits to customers. Several adapted theory of planned behaviour (TPB)-based models were developed and tested to understand this consumption behaviour with the findings inconsistent and fragmented. Thus, this study aims to develop a general and consistent TPB model using a meta-analytic path analysis to better understand customers’ CC adoption behaviour. Design/methodology/approach Using 37 studies, a meta-analysis was performed adopting several analytical methods; bivariate analysis, moderation analysis and path analysis. Findings The universal TPB model shows that factors, that is, trust, attitude, perceived environmental responsibility and communication facilities, drive both perceived usefulness and CC. However, subjective norms, such as perceived behavioural control and emotional value, drive only perceived usefulness. Moderation analysis shows that the relationships between variables used in the proposed TPB model tends to vary depending on five moderators, that is, countries’ economic development level, type of CC, sample size, sample type and survey administration method. Research limitations/implications The consideration of only quantitative papers and papers written in English language in this meta-analysis may bias the study’s findings. Practical implications Based on the findings regarding important factors that consumers consider when adopting CC, this study provides insightful recommendations to companies facilitating CC. Originality/value By developing the universal TPB model, this study theoretically contributes to the TPB model, and by conducting the moderation test, the study contextually contributes to the TPB literature in the CC context.

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“…Due to the importance of attitude in predicting behaviour, it has been frequently studied in social science research. For instance, Jebarajakirthy et al (2021) and Maseeh et al (2021a) stated that positive customer attitude towards mobile advertising leads to favourable intention to receive mobile advertisements. Similarly, Belanche, Casaló, Flavián, and Ibáñez-Sánchez (2021) found that individuals' attitude towards a social media influencer positively affects their intention to follow that social media influencer.…”

Section: Attitudementioning

confidence: 99%

Impact of Customers Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender

Rehman¹

2022

berj

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A meta-analytic review of mobile advertising research

Cited by 51 publications

References 105 publications

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour

Impact of Customers Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender

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