Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking

Lom, Hui Shan; Thoo, Ai Chin; Lim, Weng Marc; Koay, Kian Yeik

doi:10.1057/s41264-023-00263-3

J Financ Serv Mark

2023

DOI: 10.1057/s41264-023-00263-3

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Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking

Hui Shan Lom,

Ai Chin Thoo,

Weng Marc Lim

et al.

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2024

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Cited by 1 publication

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Pay-per-click (PPC) advertising and continuous banking service intentions

Rezaei,

Amin,

Herjanto

2024

J Financ Serv Mark

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Despite the increasing popularity of pay-per-click (PPC) advertising and search engine optimization within the financial industry, there is a notable lack of research on the effectiveness of PPC on bank customers' continuous search intention and banking services intention. This study aims to fill this gap by investigating the use of PPC as a tool on customers' search intention and continuous services intention in a retail banking context. Utilizing a quantitative design, we collected data and employed maximum likelihood estimation (MLE) for path analysis to analyze the empirical data. Our findings reveal several substantial results. Firstly, continuous search intentions significantly influence continuous banking services intentions. Secondly, attitude toward PPC advertising significantly affects both continuous search and banking services intentions. Thirdly, satisfaction with PPC advertising is crucial in shaping attitudes toward PPC, continuous search intention, and continuous banking services intention. Fourthly, perceived usefulness directly influences attitudes toward PPC, satisfaction with PPC, and continuous search intention. Lastly, while PPC advertising's perceived ease of use and perceived confirmation are linked to perceived usefulness, they do not directly affect attitude toward PPC. By adopting a dual intentions approach, this study contributes to banking literature by highlighting the importance of understanding the distinct roles of PPC attributes in shaping short- and long-term customer behavioral intentions.

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Pay-per-click (PPC) advertising and continuous banking service intentions

Rezaei,

Amin,

Herjanto

2024

J Financ Serv Mark

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Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking

Cited by 1 publication

References 77 publications

Pay-per-click (PPC) advertising and continuous banking service intentions

Pay-per-click (PPC) advertising and continuous banking service intentions

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