Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications

Xu, Jingjun; Liao, Stephen Shaoyi; Li, Qiudan

doi:10.1016/j.dss.2007.10.002

Cited by 179 publications

(95 citation statements)

References 40 publications

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“…Drossos, Giaglis, Lekakos, Kokkinaki, & Stavraki, 2007). Entertainment which is related to humorous content and numerous types of interactive games, enhances involvement and creates a value in the minds of the consumers (Tsang, Ho, & Liang, 2004;Haghirian et al, 2005;Merisavo, Vesanen, Arponen, Kajalo, & Raulas, 2006;Vatanparast & Asil, 2007;Xu, Liao, & Li, 2008). Emotional appeals are effective when there is a low brand response.…”

Section: Appealmentioning

confidence: 99%

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

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Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizing this medium of advertisement quite frequently. Rapid increase of the usage of mobile phones has developed an innovative way of utilizing this marketing tool. Due to the exponential growth in telecommunication industry after introduction of SMS and MMS, this study has been conducted to investigate the consumer attitude towards SMS advertisement and its relationship with behavior. Entertainment, irritation, product involvement and appeal were used in order to investigate the attitude of the consumer. A questionnaire was used to examine the relationships among variables of the study. Overall 350 usable responses were gathered. SEM was used to obtain the results of the overall model. Results of the study indicate that (1) product involvement, appeal and entertainment have a positive impact on attitude towards advertisement. Only irritation was found to be negatively insignificant. (2) Relationship between consumer attitude towards SMS advertising and attitude was positively significant. (3) Positive and direct relationship between attitude and consumer behavior was also found. (4) Permission appeared to be significant on consumer attitude towards mobile advertisement, which confirmed that prior permission is required to gain the positive response of the consumer. (5) Consumers are attracted by rewards therefore monetary benefits was also found to be a significant factor.

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Section: Appealmentioning

confidence: 99%

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

View full text Add to dashboard Cite

show abstract

“…Field studies on this topic, known as permission-based mobile marketing, are increasingly numerous and representative (Bamba & Barnes, 2007;Liang, 2004;Xu, 2006;Xu, Liao, & Li, 2008). Moreover, while the benefi ts of considering both cognitive and affective factors in order to better understand peoples' appraisals have been widely recognized in the literature (Levav & McGraw, 2009;van Waterschoot, Kumar Sinha, Van Kenhove, & De Wulf, 2008;Zielke, 2011), it is not yet known how these factors combine to infl uence attitudes towards mobile advertising and, thus, the intention to receive it.…”

Section: Introductionmentioning

confidence: 99%

Cognitive-affective model of acceptance of mobile phone advertising

Pascual¹,

Borondo²,

Lara

2016

E+M

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“…Given the importance of attitude as an infl uence on mobile response in particular (Drossos et al 21 ; Wei et al 18 ) and on behavioural intention in general, 24 -26 several antecedents of attitude have been identifi ed among others: perceptions of value, usefulness, risk of the offer, relevance of the ad, credibility of the message, entertainment, consumer control, level of intrusiveness of the message, irritability and personalisation of the offer, all supported by previous literature. 2,22,27 A survey of over 750 UK mobile phone users revealed that 70 per cent of respondents feel the offers are not relevant to them and two thirds of this percentage feel annoyed by the messages. 28 Intrusiveness has been viewed as one of main causes for ad avoidance 29,30 together with irritation, with both affecting attitude towards the ad 31 and eventually behaviour, to read the ad or delete it.…”

Section: Theoretical Frameworkmentioning

confidence: 99%